English soccer club Sheffield United has agreed a deal with local estate agency Redbrik to act as the title sponsor for the erstwhile Jessica Ennis Stand at its Bramall Lane stadium.
The club had named the stand in honor of British Olympic gold-medal winning heptathlete Jessica Ennis-Hill, a native of the city, after her triumph in the London 2012 Olympic Games. However, Ennis-Hill’s name will now be replaced by that of Redbrik after the club announced a three-year sponsorship deal with the Sheffield-based estate agent.
Sheffield United managing director Mal Brannigan said, “The introduction of Redbrik as the new Bramall Lane stand naming rights partner sees the name of the city’s most famous Olympian replaced, three years after the club honored Jess Ennis-Hill’s achievement at London 2012. ” He added that the club had “started discussions with [Ennis-Hill] and her team as to how she continues to be recognized by the club going forward, befitting of her achievements and our hopes for her in Rio 2016”.
Ennis-Hill was magnanimous about the decision, stating, “It was a real honor to have had the Bramall Lane stand named after me in 2012 in recognition of my Olympic achievements. However, I completely understand the need for Sheffield United to recognize the valuable contributions of its sponsors and want to wish the club and the team all the best for the forthcoming season.”
The relationship between Ennis-Hill and the club had come into question in November last year, when she threatened to have her name removed from the stand if the club re-signed its former player, convicted rapist Ched Evans.
June 19, 2015