Reading’s Madejski Stadium undergoes rebrand

English Championship football club Reading has agreed a deal for Select Car Leasing to take on naming rights to the Madejski Stadium.

The 10-year deal officially rebrands the venue as the Select Car Leasing Stadium. Select Car Leasing, a locally-based independent car and van-leasing business, has been a partner of Reading since 2015 and earlier in the summer it became the club’s main shirt sponsor.

The company has now opted to extend its shirt sponsorship deal to 2026, with the stadium naming-rights deal to run until 2031.

The expansion of Reading’s partnership with Select Car Leasing will see the Madejski Stadium take on a new name for the first time since it opened in 1998. The stadium was named after John Madejski, the former long-serving owner and chairman of Reading.

Reading said that there had always been the potential to secure similar stadium branding agreements with other organisations, but it was “imperative” that a partner was selected which had an affinity with the club.

As part of Select Car Leasing’s deal with Reading, the company has agreed to honour Madejski’s influence on the club by renaming the East Stand as The Sir John Madejski Stand.

Select Car Leasing director Mark Tongue said: “This began as a pipe dream. When James (O’Malley, fellow director) and I began this business from the back room of a house in Reading, we were following the Royals’ rise to the Premier League and always joked that one day it would be Select Car Leasing’s name being linked with the blue and white hoops. Now, the dream is being realised.”

Select Car Leasing employs almost 300 people in the local community and boasts a customer base using a fleet of more than 50,000 vehicles.

Image: Reading FC