Negotiations between West Ham United and a multinational conglomerate for the naming rights to their new London Stadium home have collapsed, according to a report.
The Hammers, who have had to contend with a number of off-the-field issues since making the move from Upton Park earlier this year, were said to be close to finalising a deal with a major company to bring in additional funding towards the E20 Stadium Partnership.
It is claimed by The Telegraph that talks between United chiefs and Indian technology company Mahindra Group collapsed on Thursday, though it is not known whether the recent fan violence inside the ground has anything to do with the deal falling through.
However, chief executive of sports and entertainment marketing agency Synergy, Tim Crow, told the publication that West Ham will struggle to bring in a naming-rights partner unless the troublesome minority of supporters clean up their act.
"I'm sure that anybody who was looking at it – and I doubt if there are many brands looking at it at all – would have been fairly dismayed by what they saw," he said.
"Ordinarily, it would be at least one year before they looked at it again, because they've got to get on with their business. They'd look at it again when their financial and their budgeting cycles permitted."
On the field, West Ham have won their last three games in all competitions and head to Everton this weekend in a buoyant mood.
Daniel Lewis
