LONDON (CelebrityAccess MediaWire) — As part of its plan to transform Wembley, London, into a world renowned international leisure destination, Quintain Estates has appointed the Wasserman Media Group as its exclusive commercial marketing agency to manage a unique corporate partnership program.
Quintain has secured planning permission to develop a 6.2 million square-foot complex on the 70 acres of land it owns surrounding the new 90,000 capacity Wembley Stadium. The area is comparable in scope and impact to Times Square's redevelopment in New York. In addition to the $64 million transformation of Wembley Arena, Quintain has planned a 150,000 square-foot designer outlet shopping center, a 140,000 square-foot dedicated sports retail complex, 4,224 apartments and one of the biggest multi-screen cinemas in the UK. Retail and 150,000 square-feet of leisure facilities will include an array of restaurants, cafes and bars, ten-pin bowling, nightclubs and three vast squares for performance and entertainment. The site is served by three railway stations.
At the center of the partnership strategy, WMG Marketing and Quintain are targeting global brands that will complement and enhance the consumer experience at the project. WMG will also work with design specialists to create visual treatments and campaigns to present brand messaging.
Nick Shattock, Property Director of Quintain Estates and Development said, "This represents another major stepping stone in our transformation of Wembley into a leading global leisure destination. We are delighted to have the world leader in this field working on our behalf to help bring appropriate world class brands to the development."
"Distinct to this project, brands will have the opportunity to be organically woven into the fabric of this renowned complex from the onset of the development. And unlike most traditional naming rights' processes, Quintain is approaching this partner program from both the consumer and marketer perspective," said Jeff Knapple, President, WMG Marketing. "Quintain's unique strategy allows us to secure the partners essential to contributing fiscally to the project as a whole, while considering the experience consumers will have as they live, work and shop and attend events at this landmark destination."
WMG Marketing is the world's pre-eminent naming rights agency, and has secured over one billion dollars in sponsorship for the most recognized sports and entertainment destinations. Most recently, the division negotiated the naming rights and shirt sponsorship for Arsenal in a sponsorship with Emirates Airlines valued at nearly $180 million. The group also negotiated a record $187 million for Atlanta's Philips Arena, and represented the Philadelphia Phillies in the naming of Citizens Bank Park. Other major representations include the Toyota Center, home to the Houston Rockets, Staples Center, home of the Lakers in Los Angeles, Savvis Center in St. Louis, Kodak Theatre in Los Angeles, and the Gaylord Entertainment Center in Nashville. WMG Marketing is also representing the Juventus Football Club in the naming of their new stadium in Italy. –by CelebrityAccess Staff Writers