Soccer: Ridsdale steps up Leeds sponsorship drive
Leeds chairman Peter Ridsdale has confirmed he is looking into sponsorship for Elland Road - but only if the money is right and with the supporters wishes at heart.
In looking to secure further funding for manager David O'Leary to strengthen the squad, Ridsdale believes selling the naming rights to parts of the ground, as well as the stadium itself is the way forward.
The club have appointed London agency Sportsworld to look into the viability of securing such sponsorship, although talks have yet to commence with any interested party.
If the club were to secure a multi-million pound deal they would be following in the footsteps of near-neighbours Bradford and Middlesbrough, whose grounds are known as the Bradford & Bingley Stadium and the BT Cellnet Riverside.
Ridsdale, though, is also mindful of the traditionalist viewpoint and admits the feelings of the fans are among his concerns as he weighs up the pros and cons.
"We are looking for sponsors all the time, and that includes sponsors and naming rights for a number of parts to the ground," revealed Ridsdale ahead of the Champions League tie with Real Madrid at the Bernabeu Stadium.
"If we manage to redevelop the West Stand it may well be that we will look for a sponsor and naming rights for that.
"But it will always be known as Elland Road as far as I am concerned. Whether or not it has somebody else's name attached depends on the sort of money people are looking at.
"I will remind everybody who thinks we shouldn't look into naming rights that every club needs funds to compete at the top level.
"We have demonstrated so far that we have found funds to strengthen the team and that needs to continue.
"If and when we ever get down to naming rights, it will only be if the money is right and I believe it's right for the supporters."
Leeds have obviously raked in the cash on their march to the quarter-finals of the Champions League, with Ridsdale scarcely able to believe his side have exceeded all expectations.
"Having qualified already the pressure is now off and to face Real Madrid not having to worry about the result is a remarkable achievement," said a proud Ridsdale.
"There were quality sides in the first phase and we came through that, and then when the draw was made for the second phase, it was the draw we all wanted.
"We now have to pinch ourselves that there is another draw to come with the quarter-finals coming up, although I would prefer to avoid Manchester United. "
