Stadium naming rights partner partner lockup

Swansea City announced a new naming rights partnership that saw the club’s home become the Stadium in the summer of 2022.

The new 10-year agreement saw take over from Liberty Properties plc as the stadium’s title sponsor. The deal meant Swansea City and the Ospreys represented our city and region by stepping out to play at the Stadium. is a trading company based in Swansea. It has several investments across different sectors including travel, hospitality, real estate and sports. is proud to be based in Swansea, employing local people in the city in which it invests, and has done for the last 30 years.

It is the latest chapter in the relationship between the two companies. Many of’s businesses have been involved with the club over the last two decades and more.

This began with the sponsorship of a stand at the Vetch Field in 1998, through to appearing on the front of the club’s shirt from 2001 to 2009, with itself holding that position from 2007 to 2009.

Swansea City Fans v Southampton

Pursuing a new naming rights partner had been looked into extensively since the club agreed a deal with Swansea Council to take on a 37-year lease for the stadium in February of 2018, with the aim of  growing the club commercially.

Relegation from the Premier League and the impact of the Covid-19 pandemic added to the challenge of finding the right brand to align with the club and the stadium, which has been known as the Liberty Stadium since shortly after its opening in 2005.

There were a number of global businesses among the interested parties when it came to the naming rights for the stadium, including those within the travel, gambling and cryptocurrency sectors.

However, the club opted to look at potential naming rights partners within our own city and community.

This led to the new decade-long agreement with a prominent Swansea-based company in, which guaranteed a seven-figure sum to the club and is of a longer tenure than the industry average for stadium naming rights deals; providing the club with additional financial security at a challenging time.