PHAR Insight has been appointed to undertake an evaluation of the naming rights opportunity at London’s Olympic Stadium. The stadium will, from the start of the 2016/17 season, be the new home of West Ham United FC, as well as hosting a range of top-class events such as the IAAF World Athletics Championships, Premiership Rugby matches and major concerts.

PHAR Insight will apply its proprietary EVALUATOR analysis tool to calculate the value of the marketing rights and benefits that naming rights sponsorship will deliver to a brand, and also undertake a review of the naming rights marketplace to help guide London Legacy Development Corporation (the stadium’s owners) on sponsorship pricing, and to demonstrate the value of the opportunity to interested brands.