Brentford Strikes Naming Rights Deal
Brentford FC has announced a new ten-year stadium naming rights partnership with Grey Technology Limited (Gtech) which will see the team’s home stadium renamed as the Gtech Community Stadium.
British home and garden appliances company Gtech will immediately takeover the naming rights for the stadium, which had until now been known as Brentford Community Stadium. Although the exact value of the deal has not been disclosed it represents the largest sponsorship deal in Brentford’s history.
The 17,000-capcity stadium, which cost £71m to construct, only opened in September 2020 and this will be its first naming rights deal.
As well as the high-profile branding and signage rights, which will be visible inside and outside the stadium, Gtech will also become a partner of Brentford FC Community Sports Trust, supporting its work engaging with young people across West London.
Jon Varney, Chief Executive of Brentford FC, said, “Securing a naming rights deal for the new stadium is something that we have been working on for some time. It was so important for us to find a like-minded organisation. We wanted a progressive, community minded partner who wants to join us on our journey over the next decade.
“Gtech are an innovative, entrepreneurial organisation based here in England, with global ambitions. Their people are humble but with a confident, underdog mentality, taking on some huge corporations in their field. They have done things differently to get to where they are. We felt that it was a great fit for this long-term partnership.
“This investment will support our long-term plans to thrive in the Premier League team. We need to continually invest into the stadium. We have recently created safe standing areas in both the home and away ends and this deal will help us explore further opportunities to enhance the matchday experience, the facilities and technology inside the stadium.”
Gtech, founded by award-winning inventor and designer Nick Grey, designs, manufactures, sells and distributes small household cleaning and garden products such as cordless vacuum cleaners, floor sweepers and grass trimmers within the UK and to the rest of the world.
Grey, CEO of Gtech, commented, “To be associated with Brentford is a fantastic opportunity for us. It is a stunning facility here. The Club management have achieved incredible things since Matthew bought the club a decade ago. We are delighted to have Brentford playing in the Gtech Community Stadium.
“The Premier League has an incredible global audience, due to the heritage, player quality and stadium atmospheres. We are looking forward to working with the Club and the fans this season and for many years to come.”
Brentford is currently preparing for its second-ever campaign in the Premier League after a successful debut season in English football’s top-flight. The Bees finished 13th last season with wins over Arsenal and Chelsea among the highlights.
The team’s first game at the renamed stadium will be against Manchester United on 13th August.
