Ranking Every Premier League Club by Stadium Naming Rights Potential

Karl Matchett@@karlmatchettFeatured ColumnistDecember 2, 2013

Ranking Every Premier League Club by Stadium Naming Rights Potential

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    The issue of stadium naming rights is something which has grown and caused debate over the past few years, as more and more Premier League clubs look to take advantage of this relatively new revenue stream.

    While it can certainly cause some consternation amongst supporters, unwilling to see their famous old stadiums rebranded in the modern age, there is no doubt that clubs run as businesses see a multi-million pound deal as a viable source of income to tap into.

    With that in mind, how much could each club look to generate by selling off the naming rights to their stadiums and is it worth doing for each team?

Methodology and Key Points to Note

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    The following stadium rights revenue valuations were concluded by global valuations business American Appraisal, using data analysis tools and factoring in different criteria.

    As per emailed press release, some of the data used to create the final valuations included:

    • Existing agreements for stadium naming rights
    • Shirt sponsorship deals and other existing sponsorship deals
    • Performance criteria including Premier League points accrued over past five seasons

    Further important points to take note of:

    • Top six clubs account for around 80 percent of total valuation
    • Six of bottom seven clubs are in final year of shirt sponsorships which could reasonably be expected to rise
    • Total potential annual market valuation of stadium naming rights is around £75 million
    • Negative brand associations are a factor to consider

    Annual stadium sponsorship values from American Appraisal and as such are not necessarily the opinion of Bleacher Report or the author.

20. Cardiff City

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    Stadium: Cardiff City Stadium

    Annual Stadium Sponsorship Value: £0.28 million

    Cardiff City are enjoying their first season in the Premier League, with manager Malky Mackay having the straightforward objective of merely keeping them there this season.

    They have won two of their seven home games this season so far.

    In terms of the naming rights, their low value is in part due to their lack of recent history in the top flight and low expectations.

19. Norwich City

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    Stadium: Carrow Road

    Annual Stadium Sponsorship Value: £0.41 million

    Norwich City look like facing their usual struggle to stay up this season, despite a number of key signings during the summer from boss Chris Hughton.

    The Canaries generally have a fair home record, which is often what keeps them above the drop zone due to their poor away form.

    Having not been in the top flight for five consecutive years yet of late, they also score poorly, though their decentralised location and low-brand impact also could have a say in the final figure.

18. Crystal Palace

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    Stadium: Selhurst Park

    Annual Stadium Sponsorship Value: £0.41 million

    Having just changed managers, Tony Pulis knows he has a big job on to keep the Eagles up as they sit on the bottom of the table.

    Palace were only promoted in the summer but have won just once at home in six attempts so far.

    They score low on the annual revenue value on account of their lack of time in the top flight and comparatively low sponsorship deals.

17. Southampton

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    Stadium: St. Mary's

    Annual Stadium Sponsorship Value: £0.61 million

    Southampton have impressed plenty of watchers this season with their young team with a core of home-grown players and their willingness to attack games.

    They are also one of just four remaining Premier League teams unbeaten at home this season.

    Despite a very low sponsorship value, Saints are one of the teams who have a particularly large potential for expansion as they improve their team, particularly if they maintain a top-half finish and challenge for European football.

16. Hull City

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    Stadium: KC Stadium

    Annual Stadium Sponsorship Value: £0.61 million

    Hull City are in the midst of an all-over rebranding process, much to the disgust of part of the fanbase, so they are perhaps "one to watch" in terms of stadium naming rights and how much they sell the rights for.

    On the pitch, Steve Bruce has his side performing well, especially at home where they have won four out of seven and lost just one this season.

    Hull do not have several years of Premier League football to boost their profile yet, but the way things are looking at present, that will only improve over the coming seasons.

15. West Bromwich Albion

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    Stadium: The Hawthorns

    Annual Stadium Sponsorship Value: £0.61 million

    West Brom have proven themselves a steady, solid and dependable mid-table team over the past few seasons.

    Under the management of Steve Clark, they have won, drawn and lost twice each at home this year.

    West Brom have a low total for their potential sponsorship value, perhaps due to a low-key impact strategy with the brand name and a lack of real star names to attract big-money investment.

14. Swansea City

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    Stadium: Liberty Stadium

    Annual Stadium Sponsorship Value: £0.67 million

    Swansea City are a club on an upward curve, who can reasonably expect to challenge for European places every couple of seasons or so.

    As they struggle to balance domestic and Europa League form this season, they have only won once at home. Even so, they will be well away from danger come the end of the season and can continue to improve if they keep their star players and management.

    Only in their third season in the Premier League, they do not yet have enough of a proven record over time to warrant a larger stadium sponsorship value, while other sponsorship deals held over from their Championship days might also be a contributing factor.

13. West Ham United

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    Stadium: Upton Park

    Annual Stadium Sponsorship Value: £0.91 million

    Moving out of the bottom group of clubs now, West Ham United are based in London and have a long-term history of successful competing in the top flight, though that has changed somewhat over the past decade.

    Sam Allardyce's team have been struggling at home with four defeats from seven, but they are not expected to be amongst the relegation candidates come the end of the season.

    West Ham's sponsorship value could certainly grow rather larger if their less-than-five-year period in the Premier League was taken into account, though again, Championship-level sponsorship deals from the past might still contribute.

12. Stoke City

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    Stadium: Britannia Stadium

    Annual Stadium Sponsorship Value: £1.35 million

    Now into the sides above the one million mark, starting with Stoke City. The unfashionable club have a notoriously strong home record and average 45 points per year over the past five seasons.

    Their start to life under Mark Hughes has been tough, but they have still lost just once from six home games.

    Stoke have a fairly poor brand name, whether because of their on-pitch achievements or because of their location, which may contribute to the low valuation that sponsorship rights might bring them.

11. Sunderland

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    Stadium: Stadium of Light

    Annual Stadium Sponsorship Value: £1.52 million

    Sunderland could take advantage of stadium naming rights if they were to survive this season, something which is far from clear-cut at present.

    They have won two and lost four of their home games, though that has improved since Gus Poyet took over from Paolo Di Canio.

    However, the Black Cats might well look at the reaction of neighbouring fans of Newcastle United before the club opts to travel the naming rights route—though the Stadium of Light is already a new ground, so the feeling may be far different.

10. Fulham

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    Stadium: Craven Cottage

    Annual Stadium Sponsorship Value: £1.52 million

    Fulham are intent on keeping their Premier League status intact and, to that end, have just recently replaced their manager.

    One win from six at home and a place in the bottom three of the league table indicates that it might have been a necessary change.

    Should they remain in the top flight, Fulham are just about in the top half in terms of potential earners over stadium naming rights.

9. Aston Villa

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    Stadium: Villa Park

    Annual Stadium Sponsorship Value: £1.52 million

    Aston Villa are one of the founding fathers of English football and their Villa Park stadium is one of the most famous in the country.

    That alone might be worth more than the potential monetary value that stadium naming rights can bring in to the club.

    A middling home record so far this season, two wins from four, shows that Villa Park is far from the fortress that it once was.

8. Newcastle United

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    Stadium: St. James' Park

    Annual Stadium Sponsorship Value: £2 million

    Now into the small cluster of clubs outside the top six, starting with Newcastle United.

    The Magpies have, of course, dabbled with naming rights in trying to secure additional investment, but it hasn't exactly gone to plan.

    A number of name changes based around the owner's sports group business haven't made much difference to fans who, by and large, simply continue to call the ground St. James' Park.

    Newcastle have won four and lost just one of their seven home games this season.

    They could earn a cool £2 million a year for the rights of their stadium name—if somebody actually decides they want to pay for it.

7. Everton

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    Stadium: Goodison Park

    Annual Stadium Sponsorship Value: £2 million

    Like Newcastle, Everton are one of the big names of the top flight who attract regular support and can challenge at the top end of the table, pushing them to the £2 million-a-year bracket.

    Under Roberto Martinez, they genuinely look like a team who could push all the way for a European place, with their home form so far yielding four wins and three draws—no defeats.

    A place in the Champions League would really bump up the potential earnings of the stadium, but even a consistent place in the Europa League would also aid income in that regard.

6. Chelsea

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    Stadium: Stamford Bridge

    Annual Stadium Sponsorship Value: £5.45 million

    Into the big six of the league now, starting with London-based Chelsea.

    The Blues have a traditionally strong home record—current manager Jose Mourinho has never lost a home league fixture in both of his stints in charge of the club. So far they have won six and drawn one at Stamford Bridge this term.

    Their higher potential revenues are based on consistent Champions League appearances and an aggressive global marketing strategy for the club name.

5. Tottenham Hotspur

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    Stadium: White Hart Lane

    Annual Stadium Sponsorship Value: £5.76 million

    Tottenham Hotspur are perennial challengers for the top four, though they infrequently actually achieve their aim.

    Under Andre Villas-Boas, they have not had the easiest of starts this season, winning only three of their home games so far.

    Their big expenditure over the summer should aid a boost for the Champions League places and a big points haul for the league season, which could in turn boost their stadium sponsorship potential.

4. Liverpool

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    Stadium: Anfield

    Annual Stadium Sponsorship Value: £6.06 million

    Another of the most famous grounds in the country, Anfield is home to Liverpool and has been a fortress for them so far this season, yielding five wins and just one loss so far.

    Under Brendan Rodgers, Liverpool are aiming for a return to Champions League football in time for next season, something which would certainly boost the appeal of a naming rights deal for their stadium.

    The club are currently investigating the potential for expanding the current ground, making a naming rights deal for perhaps one part of the stadium, if not the entire complex, a possibility.

3. Arsenal

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    Stadium: The Emirates Stadium

    Annual Stadium Sponsorship Value: £6.75 million

    Arsenal are one of the clubs who quickly got on board with the stadium name rights possibilities, selling the name to help fund part of their new ground.

    The current deal will therefore contribute to their overall valuation of close to £7 million, as will their regular Champions League appearances and high average points total in the Premier League.

    Arsene Wenger's team are top of the table at present and have won five and lost one of their seven home games.

2. Manchester United

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    Stadium: Old Trafford

    Annual Stadium Sponsorship Value: £16.93 million

    The huge jump is immediately noticeable between the Manchester clubs and the rest of the league.

    Consistent league success, continental representation and a big brand name all contribute to the high earning potential.

    United's notoriously huge range of sponsorship deals already in place also impact on this massive potential gain. However, the brand name of Old Trafford alone means there would be risk in selling naming rights.

    United have won three of their six home games so far this term.

1. Manchester City

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    Stadium: The Etihad Stadium

    Annual Stadium Sponsorship Value: £18.23 million

    Leading the way in potential stadium naming rights valuations is Manchester City.

    Already with a large naming rights deal in place, such an existing sponsorship immediately gives City a high starting point, with other sponsorship deals expected to be similarly above market value.

    A good record in the Premier League over the past five years, not to mention a title win two seasons ago, also contribute to the high valuation.

    City are the only top-flight team with a 100 percent home record this season, with seven wins from seven.