Peterborough United scores new sponsorship deal and partnership worth £2m

Weston Homes has signed a £2m, 10-year sponsorship deal with Peterborough United.

The company has acquired the name and promotion rights for Peterborough’s London Road Football Ground which will now be known/branded as the Weston Homes Stadium from Saturday June 1, 2019.

The sponsorship deal, the largest in the club’s history, was signed between Peterborough United’s chief executive, Bob Symns, and Weston Homes chief executive, Bob Weston, making the British volume housebuilder the club’s naming rights partner.

The multi-million deal are being paid in instalments.

This is the second change of stadium name since the club was formed in 1934. It was originally known as the London Road Stadium, with the name changing in 2014 to the ABAX Stadium, when the Norwegian-owned company signed a £500k five-year deal to rename the grounds.

Peterborough United’s commercial manager, Alex Harris, said: “This is the biggest sponsorship deal in the club’s history, delivering a great deal for the club, the city and our supporters.

“Weston Homes is a long established housebuilder in Peterborough and a major investor in the city so we are delighted that the grounds will gain the Weston brand name.

“We have established a good working relationship with Weston Homes and this new 10-year collaboration will provide a significant income stream for the club, and outstanding brand promotion opportunities for our new sponsor.”

In May 2018, Peterborough United and Weston Homes signed a five-year deal for the housebuilder to become the title sponsors of the club’s London Road Stand.

Football has been played on the site of the newly named Weston Homes Stadium since the 1890s; the current ground was opened in 1934 and the modern stadium has a capacity for 15,314 people.

Weston Homes’ chief executive, Bob Weston, concluded: “We are proud to be elevating our partnership with Peterborough United to a high level and the stadium taking our brand name.

“Over the last 12 months, we have worked with the club and been impressed by the way the club is run, the loyalty of the fans and the deep links between the club and the City.

“We are delighted that the club has allowed the grounds to be named the Weston Homes Stadium and chosen us as their principal brand partner.”