Power, space and the new stadium: the example of Arsenal Football Club

Abstract

In many sports, but especially professional soccer in the United Kingdom, clubs have recently relocated to new stadiums so as to meet new health and safety requirements and also develop new opportunities for income generation. The process of stadium relocation involves the emergence of new spaces that have implications for the power relations between stadium owners, managers and sport supporters. Existing studies provide a limited understanding of the changing nature of power relations in new stadiums. This paper reveals the power modalities and resources involved in the constantly changing new stadium spaces. A case study of Arsenal Football Club in London and the process of ‘Arsenalisation' in the club's new stadium reveals how material and virtual spaces are used by supporters to resist, confirm and negotiate the resources and practices of stadium managers seeking to control their activities

Toponymy as Commodity: Exploring the Economic Dimensions of Urban Place Names

“…The involvement of the private sector in naming sports stadia and cultural arenas is well established (Burton, ) and is frequently cited in the critical toponymies literature as a key illustration of the commodification of toponymy (Rose‐Redwood et al ., ; Rose‐Redwood, ; Rose‐Redwood and Alderman, ). However, with a few exceptions (Boyd, ; Vuolteenaho and Kolamo, ; Church and Penny, ) there has been limited scrutiny of this phenomenon. Nonetheless, other disciplines such as sports marketing/sponsorship have evaluated its progress and impact as a marketing device (see e.g.…”

“…In 2003, Crompton and Howard wrote that although naming sports stadia after private sponsors had long been common in the USA, it was a new phenomenon in British soccer (which, itself, highlights the issue of different national contexts in which toponymic commodification occurs). This has changed rapidly, mirroring the increasing drive to commercialize soccer clubs and maximize revenue streams (Giulianotti, ; Vuolteenaho and Kolamo, ; Church and Penny, ). Many clubs in the EPL have been subject to takeovers by overseas capital, linked to immensely valuable media deals.…”

“…Indeed, in the UK the renaming of sports stadia is often contentious (and perhaps for this reason only 5 out of 22 EPL teams had stadia named after commercial sponsors during the 2013–14 season). Some clubs that have moved to new stadia have had to engage in campaigns to gain acceptance for the new name among fans (see Edensor and Millington, on Manchester City FC, and Church and Penny, on Arsenal). Renaming stadia as a part of massive corporate sponsorship and brand‐awareness strategies raises questions about the commercialization of elements of the urban landscape that are often deeply embedded in everyday practices and imaginations (Edensor and Millington, ; Church and Penny, ).…”

“…Some clubs that have moved to new stadia have had to engage in campaigns to gain acceptance for the new name among fans (see Edensor and Millington, on Manchester City FC, and Church and Penny, on Arsenal). Renaming stadia as a part of massive corporate sponsorship and brand‐awareness strategies raises questions about the commercialization of elements of the urban landscape that are often deeply embedded in everyday practices and imaginations (Edensor and Millington, ; Church and Penny, ). Whatever official name is adopted for corporate ends does not necessarily determine the everyday use of names by fans, who can often circumvent the name promoted by corporate sponsors and retain ‘traditional' names because of their historical significance and place in the rituals of supporting their team.…”

“…To date, however, there has been little academic examination of popular opposition to the renaming of sports stadia. Indeed, little is known more broadly about how renaming practices are absorbed, consumed or resisted by fans (Edensor and Millington, ; Church and Penny, ). Nonetheless, as Boyd () suggests, there is a danger that corporate naming of sports venues and other parts of the urban landscape presents a growing threat to public memory of places of many kinds.…”