Privatization of space? What is the “naming” of Lily Stadium?

The famous stadium of Lille Metropolis and LOSC Club has been looking for a new sponsor since 2018. It’s done now. According to France Blue Nord, Lille’s European metropolis has reached an agreement with the famous sports distribution brand Decathlon for a brand commitment of six million euros in five years. But above all, it has given birth to a big transformation: the name of the arena. Exit Pierre-Maurya Stadium, hello “Decathlon Arena”.

The company had a big advantage during the negotiations because its head office is located in the Lille suburb of Villeneuve-d’Ascq, where the stadium is also located. Enough advantage to remove the name of former Prime Minister Franোয়াois Mitterrand and the tutorial personality of the mayor of Northern Metropolis for 28 years. It should still be listed as “Decathlon Arena”.


Imported from the United States, this marketing practice, known as “naming”, involves associating a sponsor with an event, a project, or in this case a place with its name. A fashion that now affects the whole world. In Los Angeles, the famous Staples Center has been renamed the Arena, while in Spain, the Catalan Camp Nou in Barcelona has become the Spotify Camp Nou. And France is clearly not immune to this wave: the Chaban-Delmas stadium in Bordeaux has moved to the Atlantic, the Velodrome stadium in Marseille has been turned into the Orange velodrome, while the Stade des Lumiেরres Groupma stadium in Lyon has been transformed.

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Lily is now overwhelmed by this incident. So of course, Pierre Mauroy, not a pass for a football fan, even opposed the construction of a large stadium. The Naming The stadium construction project was considered from the beginning in 2008. It was in 2013 that Martin Aubrey, after careful deliberation, decided to baptize it with the name of his predecessor.

In France, many more companies associate their name with a competition or sports venue. The communities or clubs that sign the agreement with the private entity do so primarily for financial reasons. The main problem? Future infrastructure financing by these companies or sustainability of specific events, activities or locations. For companies, “naming” responds to communication purposes, in terms of notoriety, prestige and image, thanks to mentioning the name of the sponsor.

Privatization of public space

But this marketing strategy has visible consequences on our environment, and some individuals are protesting against the encroachment of public space by private firms. Gautier, a loyal LOSC supporter, explained that he would have trouble with the new name of his stadium: We will always call it “Pierre-Maurya” or “Grand Stade”, even if it remains a brand that carries good values ​​and has been established here for a long time. He is explaining. This obviously raises questions for big clubs, with very well known stadiums, I find it frustrating. Money, money, money, not just that. A

Eure Francois Lonkel’s former PS deputy, meanwhile, called in 2013 Exceed A “ Get rid of stadium vendors“Virtually, one place for all becomes the property of a single brandWrote the one selected at the time. And the most surprising thing is that it comes with the approval of the local authorities, even with the request. “If this incident becomes widespread, roads, squares, bridges, monuments, schools, waterways will soon be sold at auction.” Has already warned the former elected official. And to predict: In Paris alone, the name of the Rue des Maraichers, for example, Rue de Bonduel could be changed, Rue des Sandrias could be replaced by Rue Philippe-Morris, Rue Couche Rue Pampers, Quay de l’Horloz by Coa Rolex. , rue Malus became rue AXA, rue des Canettes rue Coca-Cola, rue des Chantiers became rue Bouygues. A

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If evil prophets play at the deputy’s time, his predictions have unfortunately come true in other countries. In the United States, the Los Angeles Transportation Authority has decided to approve sponsorship of car parks, bus stations, trams and subways in 2016. On the east coast of the United States, a New York station named the Atlantic Avenue – the Barclays Center, after a British bank. This universality of the brand in the urban landscape can sometimes provoke public outrage. In 2000, residents of Houston, Texas, protested Naming Astrodom Sports Complex by Reliance Energy, partially eliminating the latter and choosing Reliance’s competitor when deregulating the electricity market.

Its spread Naming It also raises the question of the moral limits of this practice. Because in the near future, the institutions of other departments may be well influenced. Basically, why isn’t this strategy going to cure the financial problems of the hospital or the university? Providence, in the state of Rhode Island in the United States, already has Hasbro Children’s Hospital, named after a well-known American toy company. The dish was named in 2005 in Denton County, a small town in Clark, Texas, after the founder’s name, even after a commercial agreement with a satellite television company by the name. In exchange for the new name, hundreds of residents received television services and a digital video recorder. These examples illustrate the potential for infinite market expansion, given the potential to interfere with public space. From there we will go around changing the name of the place?

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