West Ham United vice-chairman Karren Brady has taken a leading role in the search for naming rights on the London Stadium, according to the Evening Standard.
The Hammers have started the search for a naming partner as the stadium’s landlords, the London Legacy Development Corporation (LLDC) want to secure rights for the start of next season.
The landlords specifically appointed a new chief commercial official, Jo Adams, last month with the singular role to help find a sponsor for the stadium.
Lyn Garner, the chief executive of LLDC asked Brady to work closely with the company in the hunt for a potential partner, in a bid to leave both parties satisfied.
Ever since they first moved into the London Stadium, West Ham have done all they can to make it feel like their home. It was always going to be hard to replicate the same feeling that Upton Park delivered on a matchday, with the fans tight to the pitch making it a ground that opposition teams feared in the past. They changed all of the seats to a West Ham theme, as well as adding in the famous claret and blue carpet that now surrounds the pitch. All that is left now is to secure naming partners. There is probably no one better than Brady to help with the deal either given her background in business with Lord Alan Sugar and her involvement as managing director at Birmingham, with her main role to secure a favourable deal for not only the club but the fans too.