When West Ham moved to the former Olympic Stadium it was widely expected there would be a concerted drive to sell off the lucrative naming rights.
The LLDC had that responsibility but six years on there has been no deal and West Ham’s ground remains the London Stadium.
Indian automobile and business conglomerate Mahindra Group was once engaged in talks for the West Ham stadium naming rights. However, the deal did not materialise (Inside Sport).
It was recently reported that the London Stadium owners would now be willing to consider handing over negotiations around naming rights for the stadium if West Ham offered them £4m per year (6foot2).
That would mean West Ham would have to secure a deal with a company which ranks in among the most lucrative in European football to make any worthwhile profit from it.
Now it seems Tottenham are set to get one up on West Ham ahead of a stadium naming rights announcement with Google.
West Ham’s bitter rivals Spurs have one of the finest stadiums in world football. But, like the Hammers, the Tottenham Hotspur Stadium has thus far struggled to attract a lucrative naming rights sponsor.
West Ham are looking to compete with Spurs on and off the pitch so any additional revenue could make all the difference.
With stadium naming rights back on the agenda at West Ham recently, it seems Tottenham are close to getting one over on the Hammers.
According to reports, negotiations between Tottenham and Google over the club’s stadium naming rights are now ‘well under way’ with an agreement expected soon.
Earlier this week, The Athletic reported Google execs had held ‘meaningful talks’ with Tottenham chiefs over the potential to buy their £1billion stadium’s naming rights.
Now, according to Italian journalist Gianluca di Marzio, negotiations haven’t concluded yet, but are ‘well under way’.
It’s also understood the figures of the agreement – which are likely to be mouth-watering – are still a secret.
Should the deal go through, Tottenham’s ground could be called Google Stadium moving forward, although some fans have suggested calling it Chrome Dome, after the tech giants’ internet browser.
Spurs chairman Daniel Levy confirmed in 2019 his intention to sell the rights to the name of the Tottenham Hotspur Stadium back in April 2019, but was yet to find ‘the right brand on the right money’.
West Ham vice-chairman Karren Brady had taken on a leading role in the search to find a naming rights partner for the London Stadium.
The LLDC asked for Brady’s help as they stepped up their bid to secure a naming rights deal for the 2020-21 season. But nothing materialised.
Stadium naming rights deals can be worth anything between £5m-15m per season (90 Min).
The news coming out of Tottenham now should give West Ham a big wake up call in an increasingly competitive London football landscape.