‘It’s more valuable than the family silver – it’s almost like the family name is gone’ says stadium director Peter McKenna
Croke Park's legacy would be seen as a huge issue when it comes to selling the naming rights for the ground. Photograph: Evan Treacy/InphoAt the launch of this year’s annual reports last January, Peter McKenna, the association’s commercial and stadium director, was vehement on the subject, saying that he “couldn’t contemplate it”..
“I think Breffni Park in Cavan was the first in 2002, so for the last 20 years, it is in growth mode and particularly for the last 10 years. Seventeen out of 32 counties have naming rights agreements. The furore surrounding the renaming of Páirc Ui Chaoimh led to a compromise with sponsors SuperValu. Photograph: Ken Sutton/Inpho
Sometimes reputational issues affect the sports organisation because of the sponsors. In the US, the Houston Astros baseball signed a 30-year deal in 1999 for $100 million to brand their venue Enron Field.
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