Firhill for thrills?

Victoria Park no more. Almondvale no more. New Douglas Park no more... all renamed in sponsorship deals. And now one of Scotland’s most iconic stadiums has followed suit

ONE of Scottish football’s most famous phrases will no longer roll off the tongue quite so easily. The Energy Check Stadium at Firhill for thrills, anyone?

Partick Thistle’s home was yesterday renamed as part of a six-figure sponsorship deal that will bring ‘a significant new revenue stream’ into the Maryhill club.

A three-year agreement with The Energy Checking Company Limited (TECC) sees Thistle become the third Premiership team to have a sponsor-christened ground. Ross County’s Victoria Park is known as the Global Energy Stadium, while New Douglas Park in Hamilton is currently the Superseal Stadium.

Firhill may carry an old-fashioned romantic appeal to many followers of the game, but Thistle managing director Ian Maxwell insisted extending its title made modern financial sense.

‘It is essential that we continue to explore as many new commercial opportunities as we can and this represents a significant level of new income for the club,’ said Maxwell.

‘As a board, we recognise the need to move with the times in order to match the resources available to other clubs. But we also recognise the importance of history and tradition in football. So that meant retaining Firhill as part of the new name and I am pleased that Energy Check understood the significance, too.

‘The investment from The Energy Check opens up an entirely fresh source of commercial revenue for Partick Thistle and it is superb to have a completely new partner on board. Everyone at the club is looking forward to a productive relationship over the next three years.’

TECC already have a similar deal with English League One side Bury, whose ground is now the Energy Check Stadium at Gigg Lane. The company also recently became shirt sponsors of Alloa Athletic.

‘It’s fantastic to get this deal over the line and we are looking forward to working with the club across the full length of the deal,’ Robyn Smith, corporate partnership manager at The Energy Check, said of the agreement with Thistle.

Thistle will host their first game under the new name on Friday evening, when Rangers visit for an encounter which is live on BT Sport.