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February 10, 2015
Since the early 2000s, with the World Cup six years ahead being a good pretext to modernise the football stadia infrastructure across the country, German clubs and cities have been eager to generate revenues through ‘naming’. From the famous ‘Allianz Arena’ to the ‘Signal-Iduna-Park’, the traditional names often simply referring to geography have been replaced by references to corporate partners or brands.
Some have been re-named in the meantime, such as the perfectly named ‘Easy-credit-Stadion’ in Nürnberg (2006-2012), which has now become the ‘Grundig Stadion’. But the prize for the most rapid and frequent turnover goes to the stadium of the HSV (Hamburger Sportverein – please be so kind as to pronounce ‘Hah-Ess-Fow’), the only club that has played the entire 51 seasons of the Bundesliga (see the ticking of the clock at the bottom of the club’s homepage and in the stadium itself). The place has carried four different names in the only fourteen years since its complete renovation in 2001.
Initially baptised ‘Volksparkstadion’ after the big municipal park in which it was built in 1925, it was destroyed by WWII air raids and rebuilt as a traditional German track-and-field stadium on the rubble of the bombings in 1953. In 1974 it saw the legendary defeat of the national team to East Germany, in the first round of the World Cup.
At the beginning of the new century it was decided to rebuild it completely as a pure football stadium, and in 2001 it was inaugurated as the ‘AoL Arena’, the naming rights being sold to the Hamburg-based internet provider AoL Deutschland. In 2007, after AoL shut down its main business on the German market, the club turned to a bank, signing a contract for the name of ‘HSH Nordbank Arena’ for the period of 2007-2013. Due to the financial crisis, however, the bank had to drop out in 2010, and since then the stadium has been named after a soulless Dutch conglomerate Imtech.
What is truly revolutionary, however, is the recent decision by the club’s new sponsor Klaus-Michael Kühne, co-founder and CEO of the huge Kühne & Nagel Logistics group, who was ready to purchase 7,5% of the club’s shares for no less than 18,75 million Euro, but only under the condition that the stadium would be called Volksparkstadion again as of summer 2015! Mr Kühne will be forever loved for this by tens of thousands of Hamburgers. And the HSV thus becomes a pioneer in a new business model, which consists in generating revenue by ‘de-naming’…
Very clearly, in today’s Europe of football, tradition has its price. Real Madrid and FC Barcelone would be well advised to resist the temptation to damage their incredibly powerful brands ‘Santiago Bernabeu’ and ‘Nou Camp’. But perhaps their planned re-naming into ‘Abu Dhabi Santiago Bernabeu’ and ‘Qatar Airways Nou Camp’ is part of larger plan, with a powerful future sponsor waiting in the shadow to invest some millions in ‘de-naming’? Who knows, Hamburg might have started a new trend!