White Rock Is No More

White Rock Stadium Is No More

First we couldn’t call it Morfa and now we cannot call it White Rock as Swansea Council today announced that the ‘temporary’ name given to the Swans new home was to be dropped.

The council have today advised that they will be dropping the working title of White Rock Stadium in order to attract sponsors with a ‘clean’ name. Gone seem to have gone any hopes of "The Happy Shopper White Rock Stadium" and in has come every likelihood of "The Happy Shopper Stadium" (Insert sponsors name as you see fit naturally!)

A council spokesperson said today "Swansea Council, in conjunction with the two clubs and marketing specialists, is seeking a leading company to sponsor the stadium in the same way that Reebok and Walkers have become synonymous with new stadia in Bolton and Leicester, respectively.

And to make the stadium even more attractive to potential sponsors, the stadium is to lose its temporary working title of White Rock."

I’m at somewhat of a loss to work out why the stadium becomes more attractive without the name White Rock – hopefully there is some marketing bod out there who can explain the logic behind the move?

Gerald Clement, Swansea Council’s Cabinet Member for Culture and Recreation, said, "The new stadium is going to be a wonderful sports arena for players and supporters. It will provide a massive boost for sport in Swansea.

"The stadium offers fantastic opportunities for potential sponsors, and the time is now right to drop its working title in order to offer potential sponsors a "clean" stadium.

"White Rock was always intended as a short-term name until the stadium progressed to a stage where we could actively seek sponsors.

"We have now reached that position and we intend to seek the best possible deal for the new stadium and everyone concerned."

It remains to be seen whether the council will remove all reference to the title White Rock especially on the signs that are at the entrance to the stadium which proudly proclaim the name of White Rock Stadium.

Andrew Donald, Chief Executive of the Ospreys, said, "The new stadium is a fantastic opportunity for the Ospreys and the city of Swansea.

"The opportunity for selling the naming rights is such a large one, it can provide stability for the Ospreys, Swans, and the Council.

"By offering a "clean" stadium we will enhance our ability to attract a large corporation and maximise the sponsorship opportunities."

Gwilym Joseph, Technical Director of the Swans, said, "We have taken expert advice in this area, and have learned from the experience of other new stadia around the country.

"We hope that the media, both locally and nationally, will no longer refer to it as White Rock in order to help us to secure the best possible sponsorship deal."

So there you have it White Rock Stadium is no more, long live Stadium.

Why not check out the latest Vetch Verdict on the BBC site?