Coopers snares soccer stadium naming rights

SA's Hindmarsh Stadium, headquarters of the Adelaide United Football Club, will be renamed Coopers Stadium under a five-year agreement struck by the brewer.

Financial details of the agreement have not been revealed but under the deal Coopers gets naming rights as well as exclusive pourage rights to the ground.

Coopers’ national marketing director, Cam Pearce, said the agreement further demonstrated the company's long term commitment to South Australia and would help “develop our profile nationally as we become more established around Australia”.

Coopers’ arrangements and naming rights at Norwood Oval, an Australian rules football club also in Adelaide, will continue. Pearce said he did not believe having naming rights at both venues would cause any confusion as the fan bases were very different, as were the playing seasons with the A-League kicking off in October.

The new agreement was inked yesterday and Anthony Kirchner, the CEO of the Adelaide Entertainments Corporation which now manages the stadium, said Coopers was an ideal fit for the stadium naming rights sponsorship because it was an “iconic South Australian company that is fiercely loyal and unashamedly passionate about promoting its South Australian origins”.