League One football club begins search for stadium naming rights partner

Bolton Wanderers FC has begun the search for a new naming rights partner for its stadium.

The club, which currently sits fifth in League One, has appointed Birmingham-based sports commercial partnerships and recruitment specialist, Sporting Group International, to fulfil its aim.

As the deal with the club’s current partners, the University of Bolton, is coming to an end, Sporting Group International is leading the search for a new partner for the 28,723-capacity venue, which is located next to the M61 and within a 30-minute drive of Manchester Airport.

The University of Bolton Stadium has been home to the club since 1997, but has also hosted the likes of Sir Elton John, P!nk, Coldplay and Oasis in concert.

It is also a regular venue for prestigious Rugby League fixtures, including the upcoming Rugby League World Cup 2021.

On opening, the stadium held a long-term naming rights partnership with Reebok, before agreeing a deal with Macron in 2013 and the University of Bolton in 2018.

Adrian Wright, Sporting Group International chief executive, said: “The University of Bolton Stadium is firmly established as one of the finest UK football venues outside of the Premier League and its facilities and location make it such a popular venue for high profile concerts, corporate meetings and events.

“Our team is very excited to start working on this project and we look forward to collaborating with chief executive Neil Hart and his team at Bolton Wanderers to bring a new brand to the stadium.”

Sporting Group International also has an Asia office in New Delhi, India, and a new European operation in Dublin. The appointment follows a productive spring and summer for the business, after delivering six front of shirt partnerships for top tier European football clubs and several high profile sporting appointments in its recruitment operation.

Bolton Wanderers chief executive, Neil Hart, said: “Sporting Group International has worked with multiple global brands and we see this as an excellent opportunity to work together on the new naming rights agreement for the stadium and securing an excellent new partnership for the club.

“We’re very grateful for the ongoing support of the University of Bolton whilst we undertake this process and we hope to continue our relationship for many more years.”