[Albion] Amex Stadium name change..

[jackanada]

It all seems reasonable to be. But I'm a contrary sod so from here on in I watch my football at "The Community Stadium".

 

[scousefan]

Strange decision but I don’t feel as though it matters much

 

[Silverhatch]

Strange decision but I don’t feel as though it matters much

It really isn’t a strange decision.

 

[Hamilton]

The word community will have been dropped because AMEX will be concerned about what a global audience perceives to be the 'American Express Community'. They could think that an American Express Community exists and that this is their stadium.

We all know what it means, but people tuning in around the world won't, and in branding terms, it's confusing.

As for Albion in the Community, obviously, as our brand's stock has risen, so it makes sense to attach more of our brand name to the charity. This gives it more heft. However, Brighton & Hove Albion in the Community is 1) long and 2) restrictive. It's possible that our charitable arm will want to do work both in the community and outside of Brighton & Hove - especially as our fan base expands.

They are understandable changes that Dick Knight would probably support.

However, he might call for 'The American Express Stadium' (for all/the community etc.) But even that starts to muddy the waters. In brand terms, you keep the hierarchy as simple as possible.

 

[timbha]

The word community will have been dropped because AMEX will be concerned about what a global audience perceives to be the 'American Express Community'. They could think that an American Express Community exists and that this is their stadium.

We all know what it means, but people tuning in around the world won't, and in branding terms, it's confusing.

As for Albion in the Community, obviously, as our brand's stock has risen, so it makes sense to attach more of our brand name to the charity. This gives it more heft. However, Brighton & Hove Albion in the Community is 1) long and 2) restrictive. It's possible that our charitable arm will want to do work both in the community and outside of Brighton & Hove - especially as our fan base expands.

They are understandable changes that Dick Knight would probably support.

However, he might call for 'The American Express Stadium' (for all/the community etc.) But even that starts to muddy the waters. In brand terms, you keep the hierarchy as simple as possible.

Agreed. Apologies if it’s already been mentioned but there will be agreements in place with the TV companies, media, etc on what they should use as the stadium name in commentary. American Express will demand quite rightly that their brand isn’t damaged, confused or diluted in any way, something that I’m sure will be in the contract with the Albion.

Let’s face it, it will still be the Amex or the Albion

 

[mile oak]

I don't see the problem with the name change in fact it's far more accurate as I don't see or believe its really a 'community' stadium as such anyway.

 

[BadFish]

Quite right. It’s why I insist on referring the club at all times as Brighthelmstone & Hou Albion.

Adding the Albion, bloody JCL. Were you late to the meeting at the 7 Stars.

Up the Dolphins.

 

[BadFish]

The offices are being moved so we can get some proper bloody cameras in to give us armchair fans the Lord's 'sensible soccer's view.

About bloody time, right @kuzushi ?

 

[kuzushi]

The offices are being moved so we can get some proper bloody cameras in to give us armchair fans the Lord's 'sensible soccer's view.

About bloody time, right @kuzushi ?

I hope so.
That'd be nice.
It's called sensible for a reason.

 

[Clive Walker]

Can’t read the entire thread but with the office moves has anyone suggested extra seats or increases to the north yet?

 

[Cowfold Seagull]

Like St James Park, The Reebok Stadium etc, it'll always be ' The Amex'

Indeed, l can't see us fans calling it anything else, not until/unless "Amex" pull out & we get another sponsor.

 

[nsclurker]

The football tourists. The global profile of the club. The very FACT that the name of Brighton & Hove Albion is associated with a blue-chip financial brand, is currently successful in football’s most financially competitive era and is seen on a billion screens a week during the season (now add European competition). It’s marketing communications and the Charitable foundation benefits from this exposure as do any key partners of Albion in the community.

Just adding my perspective, as an ex-AITC employee, still in contact with many old colleagues. Let's just say this hasn't gone down well...

 

[HastingsSeagull]

Everyone will still call it what they do now, neither the old official name or the new official name. It’s the Amex. We just earn more sponsorship money. We’re still a top community club. Actions speak louder than words.

 

[BNthree]

Can’t read the entire thread but with the office moves has anyone suggested extra seats or increases to the north yet?

Yes it has been. Especially as the club got planning permission for a shelf and hospitality lounges using that space 2 or 3 years ago.

 

[mikeyjh]

The community benefits of having a globally famous football club associated with a 173 year old American financial institution together with all the inward investment opportunities it creates are massively important for the region. When Mitoma is advertising Amex to the Japanese populace wearing an Albion shirt that’s a very good thing for the Brighton and Hove Albion charitable foundation. It could be the Bet your last quid away you f***ing mugs Community stadium. What a benefit that’d be. Honestly, why is this such a big deal? It’ll always be the Amex. They’ll be more official Amex branding. And what’s the problem with that? Amex HAS BEEN a fundamental part of Brighton & Hove for nearly 60 years. Generations of the COMMUNITY have worked for them and benefitted from their being here.

That was the whole point of it being called the 'American Express Community Stadium' in the first place. For a conservative company like American Express it was a difficult sell to 'sponsor' a football club so the investment was much more structured as a demonstration of the company's commitment to the area. The club, and indeed the sport, are seen in a different light in 2023.

Also, it was a clear contractual requirement that it was referred to as the 'American Express Community Stadium' back in the day because the company did not generally refer to itself as 'Amex' because Amex was a New York based stock exchange - However, in the late 00s said stock exchange was swallowed up by a larger entity and ceased to be known as such. That issue therefore went away....

 

[Crawley Dingo]

The community of Brighton and Hove will be around long after American Express have upped and left our city. Short sighted move.

I think by then any obligation to retain the name would have expired.

 

[gha87]

Odd decision. It'll always be the AMEX,

 

[Dave the OAP]

How would it being called American Express stadium make it be called The Amex less?

Am I missing something simply removing the word Community doesn’t affect the ‘Amex’ part of it?

I think it is more the significance of calling it “ community” which pays homage to the tremendous work and effort in saving the club from the money men who were happy to let it die so long as they got their hands on the land in Hove.

To a lot of fans who don’t care about a name, they won’t care about the name . Some of us who were there at the coalface will look back with sadness on this

But hey. It’s all about £££££££ $$$$$$$$$ nowadays anyway so whore cares?