The home of Yorkshire Cricket Club and Leeds Rhinos is set to be renamed after the completion of a sponsorship deal.
Bingley-based publishing company Emerald Group has acquired the naming rights to Headingley Stadium, home to Leeds Rhinos, Yorkshire Carnegie and The Yorkshire County Cricket Club (CCC), as part of a sponsorship deal.
Due to commence on 1 November 2017, the deal means that the stadia will be named independently as Emerald Headingley Cricket Ground and Emerald Headingley Rugby Stadium.
Yorkshire Cricket Club chief executive Mark Arthur said: “We are very excited to enter into partnership with Emerald Group, who have just celebrated 50 years since being founded by Dr Howard and his colleagues from Bradford University in 1967.
Emerald Group has also secured a range of commercial, community and charitable benefits.
The publishing group currently manages a portfolio of nearly 300 journals, 2,500 books, 1,500 case studies and learning resources for leaders and managers in practice.
The deal also includes the naming of the new North-South stand, which will be renamed the Emerald Stand – upon completion of its redevelopment in 2019 and the 450-seater banqueting suite will be called the Emerald Suite.
Leeds Rhinos confirmed this week that demolition on the iconic South Stand will begin at the end of August this year followed by the Main Stand at the end of the end of the current Super League season.
Gary Hetherington, chief executive of Leeds Rhinos, said: “We are delighted to have worked alongside our partners at Yorkshire CCC to complete this new arrangement with the Emerald Group.
“This sponsorship is another vital step in our vision to transform our home once again into an iconic sporting venue with the exciting redevelopment plans set to begin in late summer.
“We are proud to have been associated with the Emerald Group for many years through their support of our own Leeds Rhinos Foundation, which uses the power of sport to change lives and this new partnership strengthens the bond between the two organisations.
“Headingley is unique in world sport and this new partnership is, in itself, also unique.”
Dr Keith Howard, chairman of the Emerald Group, added: “In our 50th year, Emerald looks forward to an exciting future.
“As a business founded in Yorkshire, it’s important that we support our local community, so it’s fitting that we’re working with Headingley Stadium to continue to host world-class sport.”
Law firm Clarion advised the Yorkshire CCC on the sponsorship deal.
David Cunningham, a partner at Clarion, said: “We are delighted to have advised the club on this deal, and for all parties involved.
“Although it required some complex discussions – requiring and aligning the input of lawyers and commercial teams representing the Rugby Club and Emerald – it has been really satisfying to reach an agreement that will not only benefit all of the parties commercially, but will also have far reaching benefit for the local community.”
Article via insidermedia.com
