By Lee Procter

Last updated at 14:02, Thursday, 19 November 2009

Lee Procter

WHAT’S in a name? Well, a hell of a lot actually. Old Trafford is Old Trafford, Twickenham is Twickenham and Lord’s most certainly is – and should always be – Lord’s.

Call me a traditionalist, call me old-fashioned, call me what you like, but I’m growing a bit concerned about this trend of renaming famous sports stadia for financial and commercial gain.

Earlier this month, the Toon Army revolted when Newcastle Football Club owner Mike Ashley – who also founded sportswear firm Sports Direct – rebranded St James’ Park as sportsdirect.com @St James’ Park. Just rolls off the tongue doesn’t it!?

Now reports suggest that Lord’s – the iconic home of world cricket – could be saddled with a sponsors’ name as part of a radical redevelopment.

You can imagine it now..... a crisp summer’s morning breaking over north London, 11 fielders and two batsmen all in pristine white head out to the middle ..... and so another day’s play at the Cadbury’s Curly Wurly Lord’s begins. What? Cadbury’s what? Unbelievable, I know, but it is possible.

Selling the naming rights of Lord’s would help finance what is predicted to be a £400m overhaul of the world famous 195-year-old venue. A similar decision was taken by Arsenal, who struck a deal with airline giants Emirates when building their new 2006-opened Emirates Stadium.

But it’s not just new-built or redeveloped stadia that get the renaming treatment. Think sportsdirect.com @St James’ Park (Newcastle United FC) and The Chris Moyles Stadium (Featherstone RL) to name but two.

There is also talk that both Chelsea and Tottenham Hotspur are keen to secure sponsorship for their stadiums for sums which could, in Chelsea’s case, be upwards of £150m.

I understand why clubs – especially those at lower levels – do it. Money talks in sport and in times of a recession all possible income avenues have to be examined.

Look closer to home. Each year Barrow Raiders hold a raffle – tickets for which are not 50p! – to find a sponsors’ name to add in front of the traditional Craven Park.

Like their counterparts up the road at Barrow AFC, Raiders also give sponsors the chance to have their company name attached to various stands and terraces. It makes sense, of course it does, just as long as it stays within reason. Old fogies (sorry, traditionalists) like myself can’t bear the thought – not that it’s likely to happen – of Craven Park or Holker Street losing its identity.

GOOD luck to Furness mountain biker rider Sue Clarke in her efforts to make the 2012 London Olympics.

I interviewed the bubbly 33-year-old up on Birkrigg Common last week and feel confident enough to say that, at this present time, she represents South Cumbria’s best hope for a place at the biggest sporting show on the planet.

She is also this reporter’s free media ticket to the games. No pressure, Sue!

First published at 12:57, Thursday, 19 November 2009
Published by http://www.nwemail.co.uk