Sporting Group International appointed on Bolton Stadium naming rights

Sep 20, 2022

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Sports commercial partnerships and recruitment specialists Sporting Group International has been appointed by Bolton Wanderers Football Club, in partnership with the University of Bolton, to deliver a naming rights agreement for its iconic stadium.

As the deal with the club’s current partners, the University of Bolton, is coming to an end, Sporting Group International is leading the search for a potential new partner for the 28,723-capacity venue, which is located next to the M61 and within a 30-minute drive of Manchester Airport. The University of Bolton will continue to remain a key partner of the football club.

The University of Bolton Stadium has been home to the club since 1997, but has also hosted the likes of Sir Elton John, P!nk, Coldplay and Oasis in concert. It is also a regular venue for prestigious Rugby League fixtures, including the upcoming Rugby League World Cup 2021. Upon opening, the stadium held a long-term naming rights partnership with Reebok, before agreeing a deal with Macron in 2013 and the University of Bolton in 2018.

Adrian Wright, Chief Executive of Sporting Group International, said: “The University of Bolton Stadium is firmly established as one of the finest UK football venues outside of the Premier League and its facilities and location make it such a popular venue for high profile concerts, corporate meetings and events.

“Our team at Sporting Group international is very excited to start working on this project and we look forward to collaborating with chief executive Neil Hart and his team at Bolton Wanderers to bring a new brand to the stadium.”

Sporting Group International has its headquarters in Birmingham, with an Asia office in New Delhi, India, and a new European operation in Dublin. The appointment follows a very productive spring and summer for the business, after delivering six front of shirt partnerships for top tier European football clubs and several high-profile sporting appointments in its recruitment operation.

Neil Hart said: “Sporting Group International has worked with multiple global brands and we see this as an excellent opportunity to work together on the new naming rights agreement for the stadium and securing an excellent new partnership for the club.

“We’re very grateful for the ongoing support of the University of Bolton whilst we undertake this process and we hope to continue our relationship for many more years.”

For further information about Sporting Group International, please click here.

For further media information, please contact Tom Rawlings on 07789 813999 or email