Spanish LaLiga football club Real Sociedad has agreed a deal under which Italian insurance company Reale Seguros will take naming rights to its new-look stadium.

The six-year contract will see the Anoeta Stadium become the Reale Seguros Stadium, with the company having held a commercial partnership with the Basque club dating back to 2012. Reale Seguros will become the first insurance firm to acquire naming rights for a football venue in Spain, with the stadium nearing the end of a redevelopment project which the club claims will make it one of the most modern in Europe.

The Reale Seguros Stadium, which first opened in 1993, has been undergoing expansion work to increase its capacity from 32,000 to 40,000 seats. Work is expected to finish in September.

Ignacio Mariscal, Reale Seguros’ CEO, said: “I would like to highlight the seven-year relationship of trust that we have always enjoyed with the executive team of the club. It reflects our commitment to the Basque Country and the province of Guipúzcoa, a priority zone for us. An institution like Real Sociedad is the ideal partner for us.”

The stadium is owned by the City of San Sebastián and Real had to receive approval from local authorities to sign a naming rights deal. The Europa Press news agency reported that the facility will retain its Anoeta Stadium moniker for all events not organised by Real.

Under the agreement, Reale Seguros will be provided with a lounge that will be made available for the city of San Sebastián and the province of Guipúzcoa. It will be used for a wide variety of non-sporting events including concerts and exhibitions.

Jokin Aperribay, Real Sociedad president, said: “Selling the naming rights of the stadium was a challenge for Real and we have overcome it thanks to Reale Seguros. Our seven-year partnership is a guarantee since we are linking the stadium to a reliable company which shares many of Real’s values and principles.”

Image: Real Sociedad