Karren Brady wants West Ham to lead new bid for naming rights of London Stadium

Karren Brady, Vice-Chairman of West Ham United attend the Leaders Sport Business Summit at Stamford Bridge on October 5, 2016 in London, England.

West Ham United vice-chairman Karren Brady has been making headlines this week in her latest comments on the London Stadium.

West Ham United's Vice-Chairman Karren Brady (C) is seen in the crowd during the English Premier League football match between West Ham United and Burnley at The London Stadium, in east...

Brady appeared before the London Assembly's Budget and Performance Committee to discuss a host of issues that have dogged West Ham's move to the London Stadium.

A report established the former Olympic Stadium was losing around £20m a year while the Hammers have had various disagreements with their landlords ranging from capacity, the colour and material of the pitch surround and stewarding.

During the meeting Brady, who is unpopular with some of West Ham's fanbase, suggested the club would look to put an end to the tumultuous relationship between the Hammers and their landlords by purchasing the London Stadium outright (Sky Sports).

 

That could be some way off yet.

But more pressing in the meantime is Brady's appetite for West Ham to have control of the naming rights to the stadium.

The BBC Apprentice star said West Ham and Premier League football was the 'big sell' of the stadium in terms of naming rights saying it would be 'easy'.

"It's very important to understand that the Premier League generates £1.5bn of commercial revenue in sponsorship every year," Brady told the committee, as reported by the likes of Sky Sports.

A general view of London Stadium prior to the Premier League match between West Ham United and AFC Bournemouth at London Stadium on August 18, 2018 in London, United Kingdom.

"The amount of expertise that we could give to (landlords) E20 to realise the potential in the naming rights, for example, which is a big part of missing revenue for them, has been disregarded.

"A naming rights sponsor is not interested on the outside of a building, they're interested in the massive global audience the Premier League club generates.

"The Premier League generates enormous amounts of sponsorship revenue and this is a wonderful stadium.

Vice Chairman Karren Brady speaks to the diners during the Players Awards at The London Hilton Hotel on May 3, 2016 in London, England.

"There are lots of great stadia in this country but there isn't one as iconic as the ex-Olympic Stadium.

"I would have thought it would be relatively easy to sell."

Samsung, Vodafone and Indian automobile major and business conglomerate Mahindra Group have all been linked with naming rights deals in the past.

But none of them came to fruition.

Have something to tell us about this article?

Register for HITC Sport - Daily Dispatch