#SBS24 this month in Manchester! Welcome Co-op Live/OVG, RCD Mallorca, Verizon, DWF Law, Hearts, Sunderland AFC, Wembley Stadium, Oxford United, Juventus FC, Croke Park, Stadio Algarve, Everbank Stadium, Kulture City, PAM, Duracell/Procell, Trusts Arena, Suncorp Stadium... Join them
Driving your revenues, sustainability and fan experience: #SBS24 – 15th annual TheStadiumBusiness Summit in Manchester on 17-18-19 June

Sponsorship & Marketing

Dundee United signs Tannadice’s first naming rights deal

Tannadice Park will take on a sponsor’s name for the first time after Dundee United agreed what it states is one of the most lucrative partnerships in its history through a deal with CalForth Construction.

Under the agreement, which will run through to the summer of 2026, United’s home will now be officially known as the CalForth Construction Arena at Tannadice Park.

United won the Scottish Championship title in 2023-24 meaning it is returning to Scottish football’s top flight next season. The club has called Tannadice home since its foundation in 1909, with CalForth currently part of renovation efforts at the stadium.
United said supporters will notice a variety of stadium improvements in 2024-25, both internally and externally, with more work to be carried out throughout the partnership with fans’ matchday experience at the forefront of planning.

Work is already underway to improve the main entrance and surrounding areas, pitchside walkways and a general uplift around certain parts of the stadium bowl.
Dundee United CEO, Luigi Capuano, said: “Securing a naming rights deal for Tannadice Park is something that we have been working on for some time and it was important for us to find a like-minded organisation that has the club’s best interest at heart. 

“This investment will support our long-term plans to thrive in the Scottish Premiership and also enhance supporters’ matchday experience, improve stadium facilities, and invest in the infrastructure that helps maintain our stadium.”

Steve Callander and Grant Handforth, co-founders of CalForth Construction, added: “Since the business launched (in 2022), we have been passionate about building our company name by supporting both amateur and professional organisations in the local area.

“We had the opportunity over the 2023-24 season to become involved at Dundee United, taking out sponsorship boards in the stadium and being invited to events throughout the season. We became platinum members of Business United and have enjoyed learning more about how the club operates, meeting those within the organisation and also being introduced to many of the people and businesses that support Dundee United.

“It was through these connections that the opportunity to become involved as a principal partner and the naming rights for the stadium were put to us.

“As two fans of the club, we recognised the significance of being the first company to attribute its name to such a historical stadium. It will always be Tannadice, not only to the fans, but to us as well.

“Our investment stretches further than a financial commitment. We plan to bring our expertise and drive to help improve the stadium and enhance the experience for the supporters and staff for years to come.”

Harrogate exercises upgrade for stadium sponsorship

Meanwhile, English League Two club Harrogate Town has agreed a deal which will see online fitness equipment provider Exercise become its new stadium naming rights partner from the 2024-25 season.

The change will see the club’s home ground be known as The Exercise Stadium moving forward. Previous stadium sponsor, EnviroVent, has now become the club’s new front of shirt sponsor. The ventilation equipment manufacturer originally took on naming rights to the stadium ahead of the 2020-21 season before extending its deal in July 2022.

Exercise has sponsored the club since 2019. Harrogate Town commercial director, Joanne Towler, said: “They, like us, are growing and both organisations share like-minded values and the timing couldn’t be better as we enter our fifth season in the EFL.”