West Ham vice-chairman Karren Brady brought in by LLDC to help secure naming rights for the London Stadium

GIUSEPPE MURO
Evening Standard
West Ham United FC via Getty Ima
West Ham United FC via Getty Ima

West Ham vice-chairman Karren Brady has taken on a leading role in the search to find a naming rights partner for the London Stadium.

It comes as the stadium’s landlords, the London Legacy Development Corporation (LLDC), have stepped up their bid to secure a naming rights deal for the 2020-21 season.

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The LLDC appointed Jo Adams as their new chief commercial officer last month with the primary task of finding a sponsor the London Stadium.

Lyn Garner, chief executive of the LLDC, has also asked Brady to work with them to secure a deal that both parties are happy with.

Stadium owners E20 have so far failed to find a sponsor for the London Stadium, which was built for the London 2012 Olympic and Paralympic Games and is funded by the taxpayer.

The new partnership between West Ham and the LLDC is a sign of much how their relationship has improved.

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Garner told the London Assembly last week: “We cannot sell the naming rights without being hand in glove with the club.

“Now that we have cleared out some of the arguments and so on and we have got a clear path to a partnership, I have asked Baroness Brady to work with me personally on stadium naming rights and she has agreed to do that. We will work together to bring the strategy that brings the best win-win situation for both the club and the park itself.”

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