Posh sell their stadium naming rights for £500k

ABAX owner Frank Ystenes poses inside Peterborough United's ABAX Stadium. Photo: Joe Dent/theposh.com.
ABAX owner Frank Ystenes poses inside Peterborough United's ABAX Stadium. Photo: Joe Dent/theposh.com.

Wednesday, 1.30pm: The London Road home of Peterborough United has been renamed the ‘ABAX Stadium’ after a new partnership was agreed with Norwegian-owned company ABAX.

ABAX has become the club’s stadium naming rights partner as part of an initial five-year agreement worth £500k to the club. It will paid in five annual instalments of £100k.

It’s the first change of stadium name since the club formed in 1934. It has always simply been known as the London Road stadium.

The first match at the ABAX Stadium will be Friday’s (28 November) League One game against Bristol City which is also live on Sky Sports.

Posh Chief Executive Officer Bob Symns, speaking at a press conference to reveal the new deal today (November 26), admitted there could be some negative reaction from the club’s fans, but he insisted the deal was good for the club.

Symns said: “It was a no-brainer as far as I was concerned. We are trying to sustain the future of the club for future generations of supporters as well as the current fans.”

Posh chairman Darragh MacAnthony added: “We see this opportunity as a great deal for this club, ABAX, the city and our supporters. ABAX has firmly put down its roots in Peterborough and now we all want to see the company grow.

“This long-term collaboration is aimed at establishing sustainability for all concerned with a successful future being the ultimate goal.”

ABAX is the market-leader in developing innovative products which provide cost-effective solutions for businesses and individuals who use a vehicle at work, such as fleet management tools and digital mileage expense claims.

The company is based in Larvik, Norway, but opened a UK office in Warmington, near Peterborough in 2012.

ABAX UK Owner and Director Frank Ystenes said: “ABAX is a young company, hungry to succeed and develop in the UK and around the world. Ever since we first decided we wanted to partner with Peterborough United we have been impressed by the way the club is run, both on and off the pitch.

“ABAX is well established in the Nordic region and our partnership with Peterborough United presents a great opportunity to increase our presence in the UK. We feel privileged the club has allowed the ground to be named ABAX Stadium.

“We look forward to seeing the ABAX Stadium full of Peterborough United’s proud and passionate supporters in the years to come.”

ABAX currently sponsor a number of sports teams in Norway, Sweden and Denmark, including Rosenborg and Vålerenga football clubs.

To celebrate the launch of ABAX Stadium, ABAX will give away 2014 commemorative scarves and flags to fans before Friday’s match. Flags will be handed to fans sitting in the new Motorpoint Stand. Scarves will be handed to the first supporters to arrive on the night.

Frank Ystenes and ABAX Chief Operating Officer Bjørn Erik Brandsæter Helgeland will be introduced to the ABAX Stadium crowd during half-time.

Find out more:

More about Norwegian company ABAX (translated into English via Google).

The ABAX Stadium can be followed on Twitter @ABAXStadium and on Facebook at www.facebook.com/ABAXStadium.

Have your Posh say on the stadium name change: by emailing alan.swann@peterboroughtoday.co.uk, or on Twitter @PTAlanSwann or tweet using #PUFC

More on The Posh Page - live blog, league tables, fixtures/reports, mobile apps