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Sponsorship & Marketing

Livingston secures new stadium sponsor to replace Tony Macaroni

Featured image credit: Andrew Hendo/CC BY-SA 4.0 DEED/Edited for size

Scottish Premiership football club Livingston has announced that Home of the Set Fare, a local taxi firm, will take on naming rights to its home stadium.

The initial one-year deal will rebrand Almondvale Stadium as the Home of the Set Fare Arena.

Financial terms of the deal were not disclosed but Livingston said the “six-figure” agreement will mark a record for the club. New branding will appear in and around the stadium ahead of the start of the 2024-25 season in July.

Home of the Set Fare will replace Italian restaurant chain Tony Macaroni as Livingston’s stadium sponsor. Tony Macaroni has sponsored the stadium for nine years, while its logo has appeared on Livingston’s shirts for 11 years.

The club announced last month that its deal with Tony Macaroni would be coming to an end. Tony Macaroni’s sponsorship of Livingston’s stadium became well-known across Scottish football, with the ground often referred to as the ‘Spaghettihad’.

Dave Black, chief executive of Livingston, said: “This really is a fantastic bit of business for the club and I’m absolutely delighted to be able to announce Home of the Set Fare as our new stadium naming-rights partner ahead of the 2024-25 season.

“It’s always disappointing when one partnership comes to an end but the response we had for this was excellent and from the first few exchanges and then in-person meeting with Natasha and Keith, it was clear to see this was going to be a great relationship for both parties.

“The enthusiasm from their side was fantastic and after doing a tour of the stadium and seeing what we had to offer, we were able to get this signed off and start to make plans for the new season.”

Natasha Saunders, general manager of Home of the Set Fare, added: “As a business within the West Lothian community, we are proud to be associated with our local club.

“As soon as we heard of the sponsorship opportunity, we didn’t want to miss out, this was an easy decision for us. We are very excited about the amazing opportunities that lie ahead. We look forward to working with and supporting the club for the coming season and beyond.”

Livingston has played at the 9,700-seat stadium since it opened in 1995.