The Bolton Wanderers hierarchy would welcome the opportunity to speak with Reebok over the naming rights to its stadium.
Last week it was announced that the club enlisted the services Sporting Group International (SGI) to secure a sponsorship deal for the naming rights of its stadium.
It is hoped that the agency will be able to double the revenue it currently pulls in courtesy of the deal it struck with the University of Bolton in 2018.
The club recognises that many fans, and much of the population of the borough generally, still refer to the stadium by the name it was known by since it opened its doors in 1997.
In an exclusive interview with The Bolton News, Wanderers CEO Neil Hart said: “We have always had a naming rights partner – and let’s not beat around the bush, some fans still call it the Reebok. Staff members here still do too.
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“But it was here for 17 years, and we understand and respect the legacy.”
Mr Hart does not think that the almost subconscious link between the brand and the club will hinder negotiations with other would-be sponsors. In fact, he is confident in the opposite.
“I don’t think it is necessarily a problem for us, and it certainly hasn’t been an issue to date in the discussions I have had with potential partners,” he said.
“If anything, it adds to it. They would be buying into a stadium that has always had a name above the door. It actually helps us.
“I was talking to another club at the start of the week who are working with SGI and looking into stadium sponsorship, but they have never had a stadium name before. It is a difficult one for them.”
The club are keen to enter into a long-term arrangement and hope to couple the stadium sponsorship deal with that on the matchday shirts.
Although there has been no formal approach by Reebok, both the club and SGI would relish the opportunity to get them around the table should the situation to present itself.
Charlie Bannister, head of sponsorship at SGI, said: “As a big football fan myself, I recognise the symbolism between the people of Bolton and the Reebok stadium. Many people still refer to the stadium as the Reebok.
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“We haven’t had an approach from Reebok but would absolutely welcome one and would be delighted to speak with them about the opportunity.
“Same goes for any other brand that may be interested.”
Mr Hart added: “If Reebok are interested, I would be absolutely delighted to sit down and have a cup of coffee with them.
“Please do get in touch with SGI.”
If you have a story or something you would like to highlight in the community, please email me at lewis.finney@newsquest.co.uk or DM me on Twitter @lewisfinney18
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