Bolton open themselves up to hilarious mockery as they reveal new name for their stadium

Bolton Wanderers open themselves up to hilarious mockery from fans as they reveal the new name for their stadium this Sunday afternoon.

The Trotters placed on record their sincere thanks to the University of Bolton, as their stadium naming rights partnership with the higher education provider comes to a close this summer.

But the new sponsor coming in to replace it, well, you can just tell Jeff Stelling is going to be having some fun with this one on Soccer Saturday going forward…

🤝 Bolton Wanderers are delighted to officially announce a new five-year stadium naming rights deal with Bolton-based building product manufacturer, Toughsheet.

🏟️ From the 1st July 2023, the stadium will be renamed the Toughsheet Community Stadium.

Read more 👇#BWFC 🐘🏰

— Bolton Wanderers (@OfficialBWFC) February 19, 2023

CLUB STATEMENT:

Bolton Wanderers have today announced a new five-year stadium naming rights deal with Bolton-based recyclable building product manufacturer, Toughsheet.

The home of Bolton Wanderers will be officially renamed as the Toughsheet Community Stadium from the 1st July 2023, in line with the start of the 2023/24 season. The stadium is currently known as the University of Bolton Stadium.

The long-term partnership with Toughsheet represents the largest sponsorship deal in the club’s history and sees the company become a Principal Partner of the club.

Founded in Bolton in 1968 and now employing over 85 people from its base in Westhoughton, the family business is headed up by Managing Director Dougi Mercer and Director Paul Mullineaux.

Toughsheet are market leaders in creating useable building products from 100% recycled materials and are the number one producer of ecological damp proof membrane, exporting their products globally.

Working with leading sports agency Sporting Group International (SGI), Bolton Wanderers began the process of finding a new stadium naming rights partner in September 2022.

The offer was taken to over 400 brands and over the course of six months, the club met with around 20 companies that expressed an interest in the opportunity, including the University of Bolton.

Sharon Brittan, Chairman of Bolton Wanderers said: “When we met with Dougi and his team as part of the process to find a new stadium naming rights partner, it was clear straight away that they live and breathe Bolton.

“Lifelong fans, they have built a hugely successful business in the town with an impressive green agenda that employs local people. Their love for Bolton Wanderers and for Bolton itself is what set them apart as the right company for the club to team up with.

“Through this partnership, they now play an immensely significant role in helping us take the next step forward in securing the longer-term stability of the club and our ambitious plans for the future.

“We extend our heartfelt thanks to Toughsheet for choosing to share their successes in a way that directly benefits Bolton Wanderers and makes our club stronger for everyone. We look forward to working with them closely in the coming years.

“I would also like to thank our CEO Neil Hart, and Adrian Wright and Charlie Bannister at SGI for their diligent work in supporting us to secure this fantastic sponsorship deal for the club.”

Dougi Mercer, Managing Director of Toughsheet said: “As Bolton Wanderers fans, this is a dream come true and a huge moment for everyone involved in Toughsheet.

“We had spent some years feeling disillusioned with the club but since Sharon Brittan and her team have been at the helm, that feeling has dissipated. Bolton Wanderers has been transformed under her stewardship into a financially stable, true community club.

“It’s because of the team of staff now in post at Bolton Wanderers that we jumped at the chance to be involved. What better moment to join this journey and be part of what is happening here.

“We love this club and this town. We are delighted to be in the position to give something back and to be part of the history of this incredible stadium.

“We look forward to working with Sharon Brittan, Neil Hart and the entire Wanderers’ Board. We can’t wait to get started – here’s to many successful years ahead!”

The sponsorship deal with Toughsheet encompasses high profile external and internal signage and digital in-stadia assets, as well as the naming rights to the stadium.

As mentioned, League One club Bolton Wanderers open themselves up to hilarious mockery as they reveal new name for their stadium

@LaganMakin: Oh no!! That’s awful!

@NicktheHornet: ‘If you don’t like the name, Toughsheet’

@JarvisanVA: I hope we’re getting serious money for this because this might be one of the meme-iest names you could’ve given it

@georgewalker18: If you don’t like it then I’m sorry but it’s tough sheet

@AndyC_88: Oh my gods, it’s awful, say the people not putting millions into a sponsorship deal. Grow up.

@bwfcbwfc: It’s not April 1st.

@BallydehobWhite: Bringing good money into the club, getting a local firm involved, good business by the club, Bwfc a real community club, great town and great club COYW

@Boltonbarmyboy1: It’s not the end of the world. People will call it tough shit stadium. We’ll call it the clean sheet stadium!

@alwaysyates: Well done to Toughsheet for the sponsorship but have they not got a product with a nicer sounding name they could use for the Stadium.

@dalebwfc: oh my word that is an awful name. will forever be the reebok.

@CG1752_: As bad as a lot of sponsored stadium names are, this genuinely may be one of the worst ones 😭

@DonnellyWAFC: Jesus fucking christ 🤣 #wafc

@skagtrendy91: There is NO FUCKING WAY THIS IS REAL 😂😂😂😂😂😂😂

@langho: Reebok it is then

@Gary_Poynton: Hahahahaha this has to be a bit surely

@rjb_1998: This might be enough to stop me calling it the reebok

@HJTomlinson96: 😂😂 had to double check this wasn’t a parody account

@brownh1989: What COULD possibly go wrong with this naming 🤣

@bwfcsam_: Atrocious this 😭

@speakman_oliver: They keep getting progressively worse

@JoeSmurfyBWFC: Cue the memes

@LewisFletcher92: We really don’t help ourselves do we 🤣

@Jamesr02_: Yeah who thought this was a good idea 😭

@LucyInman31: Pray for all broadcasters whenever they have to say this name quickly 😂 #bwfc

Strong like bull!!! pic.twitter.com/qg2mIRuk2t

— Chris Dawson (@chrisdaws72) February 19, 2023