Nou Mestalla will have a commercial name. This was announced by the club, which hired the American agency Elevate to sell the naming rights for its new stadium. The company promises to find a major sponsor.

Objective: a million-dollar deal

Only 3 stadiums in Primera División have commercial names. Well, Valencia wants Nou Mestalla to be the 4th. Determined to get the most money out of its future home, the club's management, after an exhaustive and competitive selection process, decided to delegate the task of finding a naming sponsor to Elevate, an American agency specialising in sports and leisure business.

It was Elevate's agents who found a sponsor for Everton's new stadium this year. They also previously helped market the naming rights for PayPal Park in San Jose and the Northwest Stadium in Landover.

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Elevate now faces a new challenge in Valencia, where a team from the agency will travel to in order to work in situ with the club. Our goal is to achieve one of the most important naming rights deals in European football, says Paul Kakhia, Elevate's vice president of strategy and intelligence, who will lead the team.

© Fenwick Iribarren Architects / Valencia CF | Once completed, Nou Mestalla will be the 4th largest in Spain.

A strange mistake (or not?)

But there is something strange - in its statement Valencia claims that Elevate was also involved in the marketing of the naming rights for Emirates Stadium in London (agreement signed in 2004) and Metlife Stadium in New Jersey (agreement signed in 2011). However, this seems impossible, as the company was formed in 2018. Moreover, contrary to the Hill Dickinson or PayPal Park cases, there is no such information on the website, nor in Elevate's press release.

Curiously, the paragraph containing this information is not included in the statement in English, which apart from this change is identical to the statement in Spanish. The club has not responded to us as to what this error is due to.