Reading confirm that their stadium has been renamed for the next 10 years, something many EFL have done earlier this summer.
Fans have reacted with mixed opinions as the Royals’ home will no longer be known as the Madejski Stadium, and instead has been rebranded as the Select Car Leasing Stadium.
The Championship club said the agreement would help it achieve its long-term goals “at a time when financial accountability and self-sustaining revenue generation is more important than ever” in football.
Welcome to the Select Car Leasing Stadium! 🏟
We can announce that our home will be branded as the Select Car Leasing Stadium for the next 🔟 years 🚗
A company built and grown by local people, led by loyal Royals fans…the perfect fit. 💙
Welcome on board @SC_Leasing 🤝
— Reading FC (@ReadingFC) July 16, 2021
Royals home rebranded as long-standing Partner, Select Car Leasing, puts name to our stadium
Our 150th anniversary season presents us with the perfect opportunity to celebrate this club’s history. And it also motivates us to take a step into the future and all that lies ahead for the Royals.
And in a partnership which will help to support Reading Football Club and its long-term stability, we are delighted to announce that our home will be branded as the Select Car Leasing Stadium for the next ten years.
A locally-based business, established in 2004 and headquartered very close to the stadium complex, current Principal Partners Select Car Leasing are the UK’s leading independent car and van leasing specialists.
Directors James O’Malley and Mark Tongue are both lifelong supporters of the Royals and current Season Ticket Holders at the club – and this historic stadium sponsorship agreement represents an expansion on what has already been a successful long-running partnership with Reading Football Club.
Select have been a valued partner of the club since 2015 and this summer became our Principal Partner by committing to a record front of shirt sponsorship deal for the next three years. Now the flourishing local organisation has not only opted to extend that shirt sponsorship contract to 2026 but has expanded its partnership to rebrand the Royals’ stadium for the next ten years.
While there has always been the potential to secure similar stadium branding agreements with other organisations, it remained imperative to the us that a partner with an affinity to the club, its supporters and the town was chosen. Select were the natural choice, as a firm built and grown by local people with a strong sense of community. Select Car Leasing are the perfect fit.
And as devoted supporters, O’Malley and Tongue hold a deep and sincere respect for former Royals Chairman, Sir John Madejski – the man whose vision it was to relocate the Royals and whose investment it took to build our RG2 home back in 1998. Therefore, integral in their decision to lend their business’ name to the stadium, an agreement to honour the influence he had on shaping the club we all love today by renaming the East Stand as The Sir John Madejski Stand. His legacy will live on.
“We’re delighted to be able to welcome Royals fans to the Select Car Leasing Stadium,” said Co-founder of Select Car Leasing, Mark Tongue. “This is an incredibly proud moment for us, both as a company and personally as Reading supporters.
“This began as a pipe dream. When James and I began this business from the back room of a house in Reading, we were following the Royals’ rise to the Premier League and always joked that one day it would be Select Car Leasing’s name being linked with the blue and white hoops. Now, the dream is being realised. We are thrilled for Select Car Leasing and its affinity with Reading Football Club and personally we are absolutely delighted to be able to give something back to the club we have both supported for so long.
“The very foundations of the stadium were built on the success of Sir John Madejski’s AutoTrader enterprise and, as a Reading-based automotive company that now employs almost 300 people in the local community, we feel there is a tangible synergy between this stadium’s magnificent beginnings and its promising future.
“Sir John went on to make an insurmountable contribution to both Reading Football Club and its community. We have been handed the baton, but Sir John Madejski’s legacy will be protected for future generations.”
Chief Executive Dayong Pang said “On behalf of the club, I would personally like to welcome Mark, James and the whole Select Car Leasing family to Reading Football Club. A successful local firm, employing local people, supporting its local club and giving back to its community, Select Car Leasing are the perfect partner. I look forward to working with them in our 150th anniversary season and beyond as our Principal Partner until 2031.”
Now boasting a customer base using a fleet of more than 50,000 vehicles, Select have well-established partnerships with global automotive distributors and retailers as well the UK’s major motor finance companies, securing the best car and van lease deals in the market. Not just the largest Personal Vehicle Leasing brokerage in the UK, Select Car Leasing are also the most recommended leasing business in the country, according to Trustpilot.
This stadium sponsorship comes at a time when financial accountability and self-sustaining revenue generation is more important than ever within football. So the agreement with Select is another positive step towards helping the club achieve its long-term goals.
– STATEMENT ENDS –
Twitter users reacted as Reading confirm their stadium has been renamed for the next 10 years…
@AbiGoulding13: What’s wrong with sticking to the original stadium names and then just adding “Sponsored by XXX” on the end? All this branding of stadiums with company names is ridiculous
@garyfleming14: Because when they go to sky sports and EFL highlights there will be no mention of Select Car Leasing it will just be “at the Madejski Stadium”. Most of the brand notice will be through this and not ticket sales
@benmrowe: God I hate absolutely everything about this, except for the fact they’re a local business. Still, it’s illustrative of all the problems in football over the last few decades, not just at Reading. The soul is gone. Money money money.
@persandwichman: 10 year lease, is there a balloon payment at the end where they can buy the stadium outright! 😅 #readingfc
@BelfastBiscuit: Also have to pay £1.50 per point over 60 points.
@ChrisMcC1871: Apart from the new name being a bit of mouthful 😊, this is a huge positive; a local company let by local fans increasing financial support for their local team. Nice gesture renaming the East Stand after Sir John
@OhMyGerardz: SCL Stadium doesn’t sound too bad 👀
@RussellBeaven: I think it is the right balance, madejski has a stand still part of the legacy and no one will forget what he has done for the club. The new naming rights will give us some income and stability, which let’s face it we need right now.
@TwoTeam_FC: Bit upsetting that they’ve done it especially on the 150th anniversary but it’ll always be known as the Mad Stad.
@fenners100: It’s the modern game that exists now. It will always be the Mad Stad (like St James Park Newcastle), but its money for the club (which we need), they’re local guys/fans, and it’s not a gambling company. Win win for me! #readingfc
@1871M1C4H: It’ll always be the Madejski in our eyes 😔
@naithanxbasra: Fair play sounds abit tragic but need the finance.
@AndyP1982: Absolute terrible name #alwaysbethemadesjki
@JamieCollis1995: Part and parcel now a days stadiums get renamed, lovely touch though to name a stand after John Madejski and it will be great income for the club
@Jimbo77James: Mad stad bruv 😎
@DirtyDigne: ‘Select Car Leasing Stadium’ is up there with ‘Bet 365 Stadium’ as the most horrific name for a ground I’ve ever heard
@BBABirmingham: Ain’t no way
@tashton2306: Will always be the Madejski stadium.
@readingfclens: Nah. It’s still the Mad Stad. End of discussion.
@cafc95: Most tinpot thing I’ve ever seen. Calling a stadium select car leasing stadium alone deserves liquidating immediately
@Lewis_Daffern: What a name 😂😂😂
@BenRFC89: A few years ago I would have hated this but this makes commercial and operational sense. Good to see it’s a local company and not some giant who doesn’t care about our club. The SCL stadium it is then.. but still the Mad Stad 😂
@ainscough_jacob: People complaining about this are right weirdos
@GregBeaven: Very catchy, just rolls off the tongue.
@MartinR21again: I’m lost for words, gutted that Sir John Madjeski’s contribution to Reading Football Club & Reading town in general has been stripped of the honour of his stadium name. A sad turn of events when ‘he who pays the piper calls the tune!’ Ain’t that the truth. Long live The MAD STAD!
@1871M1C4H: 10 years? 😭😭😭😭
@ArchiePyman: Much preferred the madjeski stadium
@TristanAllen5: An inevitability, and no doubt the right decision commercially, but… Yuck.
— Harry (@harry_wbg) July 16, 2021
— KD 🏴🇬🇧 (@_kd1905) July 16, 2021