THE NEW STADIUM SWANSEA

22 July 2005

The £27 million stadium in Morfa has finally been named - it will be known as The New Stadium Swansea. It has taken months to come up with the name announced today just hours before its official opening tomorrow afternoon.

There had been fierce speculation over what it might be called. It had been hoped a sponsor would step in and buy the naming rights in a £250,000 deal. But although talks have been taking place, no agreement has been reached over the showpiece 20,000-seat ground, home to both The Swans and The Ospreys.

The move has been described as disappointing by fans and worrying by opposition councillors.Stadco, the stadium's management company, settled on The New Stadium Swansea, in the belief that a more distinctive name might prove a discouragement to potential sponsors.

Stadco chairman and Swansea councillor Gerald Clement said: "We are committed to finding a major brand to take on the naming rights.

"If we give it a more specific title, even a temporary one, it will be a less attractive proposition for potential sponsors.

"It really is a venue to be proud of as it demonstrates the ambitions and success of both the city of Swansea and the region as a whole."

The Stadco board confirmed that discussions with potential sponsors would continue. Council leader Chris Holley added: "Stadco has already held detailed discussions with a number of leading companies which are interested in the naming rights.

"However, it is vial that any future deal reflects the best interests of the stadium and the people of Swansea".

The first game at The New Stadium Swansea, when Swansea City take on Premiership side Fulham tomorrow, has been eagerly awaited by thousands of fans for more than two years. The new name has received a mixed reaction from both football and rugby supporters, many of whom had supported the initial proposal to name the ground White Rock.

Chairman of Swansea City Supporters' Trust Ron Knuszka said: "I think many thousands of fans will be disappointed with this name.

"It is disappointing because it is a form of identity. Any new stadium needs one that the fans will relate to."

David Phillips of the council's Labour opposition labelled the name as "pathetic."

"It is also worrying,'' he added.

Fan Peter Gibson, of Newton Road in Mumbles, added: " The Swansea Stadium would have been better, even if only as a temporary measure. I can't believe this is the best they can come up with.''

But Jonathan Harvey, Ospreys media manager, said: "I can understand that some people may be disappointed with the name, but it is a commercial world and the stadium has to pay for itself.

"We understand that it is important to be able to offer value to a potential sponsor and that it should not have established itself with a strong name.

"Traditions have to be put to one side if it means helping to create competitive teams".