Telecom Eireann is now the firm front-runner to tie up the biggest sponsorship deal to date in Irish sport - the naming rights for the new FAI stadium in CityWest.
The FAI is believed to have held lengthy negotiations with a number of potential sponsors and is on the verge of signing an agreement. Telecom is now believed likely to tie up the £11 million (€14 million) deal, which would allow it to brand the stadium with its new corporate name for 10 years. Telecom is changing its name to Eircom later this year and the sponsorship would give it a high profile means of promoting this fresh identity, due to be introduced after the stock market flotation of the group.
The FAI is also in discussion with Telecom and other potential sponsors for naming rights for the team - the right to carry the company logo on the Irish soccer jerseys once the current deal with Opel runs out. This would be worth several million pounds to the FAI.
There is understood to have been a strong take-up for the corporate boxes and premium corporate seats, many of which have been sold before even being advertised.
Separate deals are also in the pipeline for the advertising hoardings - which will also be bought for 10 years - and for so-called pouring rights - the contract to supply alcoholic drink to those attending the stadium. The FAI now looks to be on target to attract the required level of revenue from sponsorship which would release the funding being arranged by Deutsche Bank to pay for the building of the stadium.
The stadium, situated off the Naas road to the west of Dublin, will cost a total of £65 million, seat 45,000 people and be equipped with a retractable roof and a removable playing surface, now features of all new major international stadiums.
The planning application for the stadium is due to be submitted in early summer. The planning adviser is Fergal McCabe Consultants and the architects are British firm RHWL and Irish firm Henry J. Lyons. A special consultation group with the local community has been established.
Special planning factors will apply to the project, given its proximity to the Baldonnel aerodrome. The FAI and the Department of Defence have had initial discussions on this issue, according to a Department spokesman, and further discussions will take place.
The FAI is believed to have undertaken to hire a British firm of aviation consultants to ensure it meets the planning requirements in this area. These consultants already advised on the planning of the CityWest park and the FAI is believed to have assured the Department that it can meet all the necessary requirements in this area.
The stadium will also be used for concerts and other major events and IMG, the largest sports marketing company in the world, which is involved in the project, is reporting a high level of interest in this area.
Last year the Taoiseach, Mr Ahern, announced plans for a new 80,000 seater national sports stadium. When the FAI plan was unveiled earlier this year, the Government said that this would not affect its plan.
The sponsorship deals will, the FAI has said, mean the project will not require Government funding. If the planning process moves reasonably quickly, the promoters plan to start construction early next year and believe the project could be completed in 2001.
As well as the stadium it will include a new training and coaching centre and a car-park with room for 5,000 vehicles.
