Emerald Group acquires naming rights to Headingley Stadium

Emerald Group has acquired naming rights to Headingley Stadium, in addition to a range of commercial, community and charitable benefits.

As a result of this agreement, the Bingley-based global knowledge business will have a naming rights partnership with Yorkshire County Cricket Club and Leeds Rhinos.

This deal, which is due to commence on November 1st, 2017, will see the sporting venue be renamed as the Emerald Headingley Stadium.

Headingley Stadium is currently home to rugby league side Leeds Rhinos, rugby union side Yorkshire Carnegie and The Yorkshire County Cricket Club.

The stadium will also be named independently as Emerald Headingley Cricket Ground and Emerald Headingley Rugby Stadium.

The deal also includes the naming of the new North-South stand as the Emerald Stand, upon completion of its redevelopment in 2019. The 450-seater banqueting suite will be called the Emerald Suite.

Mark Arthur, the club’s chief executive, said: “We are very excited to enter into partnership with Emerald Group, who have just celebrated 50 years since being founded by Dr Howard and his colleagues from Bradford University in 1967.

“This is a unique joint venture between the Club, the Rhinos and Emerald and underpins the development of the North-South stand, which will now be called The Emerald Stand.”

Gary Hetherington, Leeds Rhinos chief executive, added: “We are delighted to have worked alongside our partners at Yorkshire CCC to complete this new arrangement with the Emerald Group.

“This sponsorship is another vital step in our vision to transform our home once again into an iconic sporting venue with the exciting redevelopment plans set to begin in late summer.

“We are proud to have been associated with Emerald for many years through their charitable foundation’s support of our own Leeds Rhinos Foundation, which uses the power of sport to change lives, and this new partnership strengthens the bond between the two organizations.”

The agreement supports the start of major redevelopment plans. Leeds Rhinos has also revealed that demolition will now begin on the South Stand at the end of August this year, followed by the Main Stand at the end of the current Super League season.

Dr Keith Howard, chairman of the Emerald Group, said: “In our 50th year, Emerald looks forward to an exciting future. As a business founded in Yorkshire, it’s important that we support our local community, so it’s fitting that we’re working with Headingley Stadium to continue to host world-class sport.”

David Cunningham, partner at Clarion, advised the Yorkshire County Cricket Club

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →