EFL League One club Bolton Wanderers FC have agreed a new five-year stadium naming rights deal with Bolton-based recyclable building product manufacturer, Toughsheet.
The home of Bolton Wanderers will be officially renamed as the Toughsheet Community Stadium from 1 July 2023, in line with the start of the 2023/24 season.
The stadium is currently known as the University of Bolton Stadium.
The sponsorship deal with Toughsheet encompasses high profile external and internal signage and digital in-stadia assets, as well as the naming rights to the stadium.
The long-term partnership with Toughsheet represents the largest sponsorship deal in the club’s history and sees the company become a Principal Partner of the club.
Working with leading sports agency Sporting Group International (SGI), Bolton Wanderers began the process of finding a new stadium naming rights partner in September 2022.
The offer was taken to over 400 brands and over the course of six months, the club met with around 20 companies that expressed an interest in the opportunity, including the University of Bolton.
Sharon Brittan, Chairman of Bolton Wanderers said:
When we met with Dougi and his team as part of the process to find a new stadium naming rights partner, it was clear straight away that they live and breathe Bolton. Lifelong fans, they have built a hugely successful business in the town with an impressive green agenda that employs local people. Their love for Bolton Wanderers and for Bolton itself is what set them apart as the right company for the club to team up with.
Through this partnership, they now play an immensely significant role in helping us take the next step forward in securing the longer-term stability of the club and our ambitious plans for the future.
We extend our heartfelt thanks to Toughsheet for choosing to share their successes in a way that directly benefits Bolton Wanderers and makes our club stronger for everyone. We look forward to working with them closely in the coming years. I would also like to thank our CEO Neil Hart, and Adrian Wright and Charlie Bannister at SGI for their diligent work in supporting us to secure this fantastic sponsorship deal for the club.
Toughsheet are market leaders in creating useable building products from 100% recycled materials and are the number one producer of ecological damp proof membrane, exporting their products globally.
Founded in Bolton in 1968 and now employing over 85 people from its base in Westhoughton, the family business is headed up by managing director Dougi Mercer and director Paul Mullineaux. Mercer said:
As Bolton Wanderers fans, this is a dream come true and a huge moment for everyone involved in Toughsheet. We had spent some years feeling disillusioned with the club but since Sharon Brittan and her team have been at the helm, that feeling has dissipated. Bolton Wanderers has been transformed under her stewardship into a financially stable, true community club.
It’s because of the team of staff now in post at Bolton Wanderers that we jumped at the chance to be involved. What better moment to join this journey and be part of what is happening here. We love this club and this town. We are delighted to be in the position to give something back and to be part of the history of this incredible stadium. We look forward to working with Sharon Brittan, Neil Hart and the entire Wanderers’ Board. We can’t wait to get started – here’s to many successful years ahead!
PSAM editor John Sheehan caught up with Yves De Cocker, Managing Director of PitchTecConcept, who explains how his company bridges the gap between sports organisations and the technology used in the playing surface industry.
PSAM Presents... PitchTecConcept from Hemming Group Video on Vimeo.
The interview covers:
Yves 20+ years industry leading experience in the evolution of hybrid grass, trends he has noticed and some of the notable projects he has been involved with
The key reasons for Yves launching PitchTecConcept
Common mistakes often made with playing surface management
The steps he offers as a bridge between the industry and the end user
Advice to clubs looking to maximise their event calendars without compromising on the performance of their playing surface