Industry News

Northampton lands new stadium naming rights partner

Northampton Town has been handed a major boost after its recent relegation from England’s League One after agreeing a deal for PTS to take on the naming rights to the football club’s Sixfields Stadium home.

Under the five-year agreement, which comes into effect from June 1, the venue will be known as the PTS Academy Stadium.

Northampton-based PTS Training Academy, which will also now benefit from branding on the back of players’ shirts, is a Government-approved and funded specialist training provider that delivers apprenticeships, traineeships and accredited courses.

The agreement represents Northampton Town’s first stadium naming rights partnership.

Caroline Lucy, commercial director at the club, said: “Naming rights partnerships for stadiums are quite commonplace in football now. And whilst this is the first for Northampton Town it shows just how much interest there is in the club and how potential partners are keen to not only become involved, but also increase their involvement with the club.

“As a club we have a strong reputation of working with and helping young people in the local community, we have our two education centres and we have an existing successful relationship with the University of Northampton, so extending our link up with PTS Training Academy is a natural step.”

Lucy added: “PTS Training Academy will also be using the stadium for the training of stewards and first aiders as well as football club staff.

“They will be training a lot of young people here using the facilities we have, opening up routes for potential employment for those they train.”

Matt Joyce and Byron Thomas, chairman and chief executive of PTS Training Academy, respectively, also said in a joint statement: “We are eager for the brand to become more recognisable across Northampton.

“Having our name on the PTS Academy Stadium offers a chance for more young people, or those looking for employment, to engage with the apprenticeships and traineeships we have on offer.”

Northampton will compete in League Two next season after finishing 22nd, in the relegation zone, in League One during the 2017-18 season.

Image: Dwadfish