Behind the Subiaco Oval naming incident

Wayne Bradshaw, CEO of the West Australian Football Commission (WAFC) has given On Sport and exclusive insight into the WAFC's recent dealings with the Subiaco Oval naming rights sponsorship opportunity.

Bradshaw's comments date back to 2002 when the sponsorship opportunity was first mooted. Bradshaw said that in February 2002 they engaged Corporate Sports Australia as exclusive agent for the venue, citing their involvement in other national deals associated with venue naming rights as the main reason.

By mid 2002 two national companies had expressed interest in the property and it was suggested that BankWest was also interested in the naming rights opportunity. A deal didn't eventuate with either of the national companies and initial discussions with BankWest, who Bradshaw said had not shown a great deal of interest, indicated that their budget did not permit a spend of the nature sought by the WAFC. Corporate Sports Australia is still engaged by the WAFC but on a non-exclusive arrangement.

When asked about the historical significance versus commercial realities debate, which was played out in the WA press late 2002 and 2003, Bradshaw said that while the WAFC is very keen to maintain its historical links with football, the commercial reality is that the Commission is constantly facing financial pressures and its role in developing football will be stifled if they cannot develop a sound financial model.

He added that by growing the game through initiatives such as naming rights sponsorships, future generations will be able to look back on the past and say that football was well managed during this period. He also said that, whilst sympathetic to the need to maintain the historical prospective, the WAFC is also following a worldwide trend in relation to venue naming rights.

CRAZY JOHNS AND SUBIACO OVAL

In commenting on the Crazy John's offer which surfaced mid 2003, Bradshaw said the initial offer came out of the blue and that, at that time, most of WA had little knowledge of the Crazy John's brand. The Commission recognised that Crazy John's was not and ideal name and they were concerned with the ability of the company to meet the financial commitment made.

At the time of this offer, reports surfaced suggesting that Crazy John's was also in discussions over the Fremantle Football Club's major sponsorship property. Bradshaw said, however, that during their discussion with Crazy John's they had no knowledge of any additional talks with Fremantle. He added that Crazy John's made it clear they would not consider any proposal from Fremantle until the WAFC negotiations had been concluded.

Crazy John's withdrew its offer late in 2003, citing Subiaco Council opposition as the main reason. Bradshaw said there were a number of impediments to the deal, including the commercial structure of the deal and conflicting sponsorship, on top of the Subiaco Council opposition. Currently the WAFC is not in any active discussion with another prospective naming rights sponsor for the oval.