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Wembley Stadium re-branded

Tue 1st Jun 2010 | Marketing & PR

The Football Association has announced its rebrand of Wembley Stadium as it looks to sell the venue as a multi-purpose site to new sponsors.

The new image is part of a wider four-year sponsorship programme as it looks to appoint a lead partner which, potentially, could see a change in the Stadium’s name.


With increasing opportunities in digital and social media, the new identity has been designed for optimum use across these platforms. It also more accurately reflects the iconic status of the stadium for events like The FA Cup Final, the NFL International Series, music acts of monumental scale, the UEFA Champions League Final to be held at Wembley in 2011, and the football tournament of the London 2012 Olympic and Paralympic Games.


The stadium has come under heavy scrutiny for the state of its pitch recently – which many believe to be caused by the ground hosting other sporting events.


The FA, which owns Wembley Stadium, appointed brand design consultancy Bulletproof to evolve the new Wembley identity. Bulletproof worked closely with The FA’s in-house design studio and Wembley’s marketing team.

A strapline – inspiring • memories – has been introduced to further propel Wembley towards its vision of being the pre-eminent sports and entertainment venue in the UK. Each word has its own weight and together reflects the stadium’s inspirational power over those lucky enough to play or spectate there.

“The new identity is an important part of our long-term strategy to drive even greater engagement with our Club Wembley members, commercial partners and huge spectator base” says The FA Group Head of Marketing Simon Freedman.

“We are moving into a new stage in our lifecycle and the new identity is more reflective of the dynamic and multi-purpose nature of the stadium” says Wembley Managing Director Roger Maslin.

The new identity has already been embraced by UMBRO and Carlsberg, who have both renewed their Official Supporter agreements with Wembley for the 2010-14 period.

If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk or ryan@fcbusiness.co.uk

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