Mayor told to secure London Stadium naming rights

Mayor of London Sadiq Khan has been urged to secure naming rights for the London Stadium, as the venue incurs an annual cost of approximately £19 million for the Greater London Authority (GLA). The stadium, primarily used by West Ham United Football Club, has been unable to secure a naming rights deal since the concept was first proposed in 2012. The London Assembly Economy, Culture and Skills Committee estimates that such a deal could generate up to £4 million each year.

Call for Action on Stadium Costs

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Bassam Mahfouz, chair of the London Assembly Economy, Culture and Skills Committee, wrote to Mayor Khan highlighting the ongoing public subsidy of nearly £20 million. He stated that 13 years after the initial agreement, little progress has been made in reducing this annual cost. Mr Mahfouz urged the Mayor to use his influence to bring partners together to finalise commercial agreements and reduce the financial burden on taxpayers. He noted that money spent on the stadium could otherwise be allocated to public services or economic development.

Historically, West Ham United has been cited as a factor in scuppering potential naming rights deals by increasing demands as agreements neared completion. However, Karim Virani, interim CEO of West Ham United, expressed a desire for a mutually beneficial outcome, stating that both the club and the stadium are missing out on revenue. Mr Virani indicated that constructive dialogue has begun on this and other key issues since his appointment two months prior.

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The London Legacy Development Corporation (LLDC), which transferred stadium ownership to the GLA in 2025, indicated in a recent budget submission that a naming rights deal might not be finalised until 2028. This represents a significant risk of further delay. David Bellamy, the Mayor's chief of staff, acknowledged that the naming rights market remains challenging, noting that other major London stadiums are also without a sponsor. He emphasised that any deal must be beneficial for the sponsor, the stadium, and West Ham United.

West Ham United's recent relegation to the Championship is expected to add approximately £1.8 million to the GLA's annual operating costs. This increase is attributed to contractual terms and a higher number of league fixtures. While this figure is lower than initially feared, it still represents a substantial financial commitment for London taxpayers. Suggestions for increasing revenue include greater flexibility for hosting concerts, particularly outside the September period when football fixtures can limit availability.

A spokesperson for the Mayor of London stated that the current contract with West Ham United, negotiated by the previous Mayor, is financially disadvantageous for Londoners. The GLA is bound by the contract, which lacks a break clause and results in significant taxpayer losses. The Mayor remains open to credible proposals that offer value to taxpayers, protect public interest, and maintain the venue's economic, social, and sporting benefits for London.