02 February 2024 , 12:53
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Arsenal's London Colney training base has been renamed as the Sobha Realty Training Centre as the club opt to take up a lucrative sponsorship deal.
Their training ground was opened in 1999 when Arsene Wenger was at the helm and, until now, had resisted any sponsorship naming rights, despite the added commercial value it would bring in. As of Friday though, Dubai-based real estate developer Sobha Realty has signed an agreement.
The company will also become the official training kit sleeve partner for the Arsenal men’s and women’s teams. The relationship began back in September 2023 when the developer secured naming rights to a matchday hospitality suite at the Emirates Stadium.
Arsenal sporting director Edu said: “This is a very exciting agreement that will help us develop the best possible environment for our men’s and women’s players, coaches and support staff for years to come. Our training centre is a big part of our people’s lives.
"It’s not just about working hard on the pitches, but also working in our office spaces, learning, relaxing and spending time with team-mates, colleagues and their families. We are building a winning team and a winning culture, attention to detail is very important and it’s crucial our people have the right conditions to prepare well and perform at their best.”
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Arsenal have continued to make moves that will bolster their revenue, which will close the gap to some of their rivals. In the recent Deloitte Football Money League, Arsenal trail behind Manchester City, Manchester United, Liverpool, Tottenham and Chelsea.
The Gunners were among the first teams in England to allow their stadium to adopt naming rights when they moved to the Emirates Stadium from Highbury in 2006. Since then, the likes of Man City have followed suit, renaming their ground as the Etihad Stadium.
The new deal will give the club a cash injection (Arsenal FC via Getty Images)Mikel Arteta has made efforts to change the club's training facility in order to inspire his players. A recent motivational tactic saw him introduce a new 'Golden Moments' wall. The wall includes images of landmark moments with the player's name underneath, featuring, for example, Reiss Nelson's stoppage-time winner against Bournemouth.
Aaron Ramsdale has two moments on the wall, which currently features five different images. Space is left for any additions that can be made this season when players step up in big moments.