Brighton sign record breaking extension with American Express

09 Aug 2019

By: Sport Industry Group

Brighton & Hove Albion has extended a long-running partnership with American Express in a deal which the club has confirmed is the biggest in its history.

Under the new multi-year deal, Brighton’s home will continue to be known as the Amex Stadium, while the partnership also includes naming rights for the club’s Elite Football Performance Centre and shirt sponsorship rights for all of the men’s, women’s, development, youth and disability teams.

The agreement represents a significant investment in Brighton’s development scheme for women and girls. The deal includes naming rights to the women and girls’ football headquarters, a new state-of-the-art facility currently under construction at the American Express Elite Football Performance Centre.

Meanwhile American Express will continue its work with Albion in the Community, the club’s official charity.

Brighton did not disclose the length or value of the renewal, but the club did confirm that it is the most valuable sponsorship agreement in its 118-year history.

American Express, one of the largest private-sector employers in the area, agreed an initial stadium naming-rights deal in 2010, a year before the venue opened. The provider expanded its relationship with the club by assuming shirt sponsorship rights in 2013 and then naming rights for Brighton’s training ground in 2014.

Brighton Chief Executive and Deputy Chairman Paul Barber said: “We believe the breadth and longevity of the partnership is unrivalled in the sporting world.

“American Express has been a long-standing, loyal and supportive partner for close to a decade already – and together we have been able to achieve so much for the club’s supporters and the local community.

“The company’s continued commitment to the club and to our community reflects our shared long-term vision and demonstrates its belief in our approach and ambitions for the future.”