Wembley rebrands to help sponsor search

Wembley: unveils rebrand
Wembley: unveils rebrand

Wembley Stadium has unveiled a new visual identity and strapline, as it looks to sign a raft of new sponsors, including a "lead partner".

The Football Association hired design agency Bulletproof to create an identity to help Wembley become "the pre-eminent sports and entertainment venue in the UK".

Wembley, which has dropped the word stadium from its branding, will also begin using the strapline "inspiring memories".

Roger Maslin, Wembley managing director, said: "We are moving into a new stage in our lifecycle and the new identity is more reflective of the dynamic and multi-purpose nature of the stadium."

The change has been driven by a desire to sign up a series of partners on four-year sponsorship deals, including a potential "lead partner" for Wembley. Umbro and Carlsberg have already re-signed as "Official Supporters" of Wembley for the 2010-14 period.

Separately, there is speculation that energy provider E.ON is set to renew its title sponsorship of The FA Cup, which expired at the end of the 2009-10 season. An E.ON spokesman confirmed that "talks are ongoing with a number of parties".

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