Brentford lands stadium naming-rights sponsor in 10-year deal

English Premier League football club Brentford has today (Thursday) signed a 10-year partnership with Grey Technology Limited (Gtech), which will take on naming rights to the team’s home stadium.

The agreement begins immediately and will see Brentford’s home officially rebranded as the Gtech Community Stadium. The venue had been known as the Brentford Community Stadium since opening in September 2020.

Brentford did not disclose financial terms of the deal but confirmed it represents the largest sponsorship agreement in the club’s history. The club said the partnership will help drive further investment into its “ambitious plans” on and off the field.

Gtech will benefit from high-profile branding and signage rights, which will be visible inside and outside the stadium. The company will also become a partner of the Brentford FC Community Sports Trust.

Brentford chief executive Jon Varney said: “Securing a naming-rights deal for the new stadium is something that we have been working on for some time. It was so important for us to find a like-minded organisation. We wanted a progressive, community-minded partner who wants to join us on our journey over the next decade.

“Gtech are an innovative, entrepreneurial organisation based here in England, with global ambitions. Their people are humble but with a confident, underdog mentality, taking on some huge corporations in their field. They have done things differently to get to where they are. We felt that it was a great fit for this long-term partnership.

“This investment will support our long-term plans to thrive in the Premier League. We need to continually invest into the stadium. We have recently created safe-standing areas in both the home and away ends and this deal will help us explore further opportunities to enhance the matchday experience, the facilities and technology inside the stadium.”

Gtech specialises in small household cleaning and garden products such as cordless vacuum cleaners, floor sweepers and grass trimmers.

Nick Grey, Gtech’s chief executive and founder, added: “To be associated with Brentford is a fantastic opportunity for us. It is a stunning facility here. The club management have achieved incredible things since Matthew bought the club a decade ago. We are delighted to have Brentford playing in the Gtech Community Stadium.

“The Premier League has an incredible global audience, due to the heritage, player quality and stadium atmospheres. We are looking forward to working with the club and the fans this season and for many years to come.”

Brentford’s stadium has been used as a host venue during the UEFA Women’s Euro, which concludes with the final between England and Germany at Wembley on Sunday.

Image: Brentford FC