I love that the club does not need the dollars (assuming this is the case), like when Barcelona had Unicef as their sponsor. Unlike Collingwood, Carlton, West Coast etc, we are bigger than that.
Corporate naming rights devalue any location, particularly since most regularly change. Does Collingwood train at the Lexus or the Holden? Geelong at Spotless or Simmonds? Is Docklands the Dome or Colonial? They’re not even names, just pasted on ads that are embarrassing to repeat. There is no mystique or glory attached to such a name and no time for it to acquire any. It screams “look at our club, we’re anyone’s for a buck”.
No-one wants to say- “I saw him when he first played in the reserves at Visy, what a day” But Windy Hill, the Reynolds Ovals, Daniher House, even the Hangar sound like something. There is room for multiples here- one name for the whole venue, say, and another for the ovals. “Keep playing like that and you’ll be at the Runway one day, lad”. It is all a way of saying what we stand for, and it will be repeated on websites, TV reports, newspaper articles, etc, for years to come.
Having said all that, I could still see room for some small-scale very Essendon sponsorships for a room, theatrette, gym etc- Cacao Hunters, Don Smallgoods, Noble Boy Beer, Blue Sea Pools come to mind. These businesses are so red and black that they concentrate rather than dilute the message. But keep the venue unmistakably ours.