Will anyone actually call it the American Express Community Stadium?

Posted On 23 Jun 2010 at 7:49 am

Brighton and Hove Albion and American Express have finally announced what has long been suspected – that the new stadium at Falmer will be called the American Express Community Stadium.

The deal was first uncovered by Albion blog We Are Brighton, which revealed the www.amexcommunitystadium.co.uk had been registered by American Express in April (its report was published three days before The Argus’s “exclusive” front page report).

The sponsorship deal will help the stadium run an on-going series of training courses and social inclusion programmes, via the club’s Albion in the Community programme.

But after yesterday’s announcement, many fans were quick to point out they were highly unlikely to use the stadium’s full name.

Another Albion blog, The Hovian, pledged never to use the full title. He said: “It’s not being American Expressed like that here friends, not never, the Hovian will fight a rearguard action, and this shall be the last post where “Falmer” is called anything other than “Falmer”. See you all in Falmer next season but one then.”

The Argus has also run a poll on its website, and at the time of writing 51% said they would call it the Amex stadium, with 42% saying they’d continue to call it Falmer.

But whatever its called, it’s clear Albion fans are keen to see it built.

Michael Edwards, senior vice president, at American Express said: “We are delighted to be part of this collaboration with the club on what will undoubtedly be a major destination for Brighton and Hove. As the city’s largest private-sector employer, this partnership underscores our long term commitment to the area and builds upon our thirty-year heritage of supporting local community initiatives.”

Albion chairman Tony Bloom added: “This is a landmark deal. We are very proud of our new stadium and to have such a prestigious global brand prepared to put its name to it shows just how good it is. American Express is committed to the local community and is the perfect partner for us. I would like to thank them for their support.”

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