Sponsoring Lord’s
Hallelujah to the news that MCC is to reject a plan to name Lord’s after a sponsor. Watching England play India in the ToffeeCrispStadium @Lord’s.org would have just felt wrong.
There is a certain poetry to the naming of cricket grounds. For more than a century, Test cricket has been played at Lord’s, Trent Bridge, Edgbaston and Old Trafford without the need to adorn the ground with a sponsor’s name.
Co-naming rights may have been signed for The Oval and Headingley - and how the addition of Brit and Carnegie grates - but nothing jarred quite as much as when the first Test of last summer’s Ashes series was staged at the SWALEC Stadium.
The problem was not that the match was played in Wales. It was that the ground used to have the far more attractive name of Sophia Gardens, until the South Wales electricity board bought a ten-year sponsorship deal in 2008 for £1.5 million. The only plus was the irony that it ambushed a series sponsored by npower, SWALEC’s competitor.
Yet the original name for the Cardiff ground was itself a form of sponsorship. Sophia Gardens was named after the wife of the second Marquess of Bute, who arranged for land in Cardiff to be put aside for sport in the late 1800s.
For that matter, what was the naming of Lord’s in 1787 but an early sponsorship deal? Thomas Lord was a Yorkshire wine merchant who had been approached by Lord Winchilsea, the patron of the Hambledon cricket club in Hampshire, to build a ground in London. Winchilsea said that Lord would be free to stick his own name on the ground as a reward.
Surely that was sponsorship. The only difference is that 200 years of tradition has given the name authenticity. Likewise, modern baseball fans could not imagine the Chicago Cubs playing at a ground named anything but Wrigley Field, although the stadium changed its name Read more…

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