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Bolton Wanderers’ new stadium name is utter sheet

Courtesy BWFC

Bolton Wanderers has announced a new five-year stadium naming rights deal with Bolton-based recyclable building product manufacturer, Toughsheet.

The home of Bolton Wanderers will be officially renamed as the Toughsheet Community Stadium from July, in line with the start of the 2023/24 season. The stadium is currently known as the University of Bolton Stadium, and the club announced it was seeking a new naming partner last September in partnership with leading sports agency Sporting Group International (SGI).

The long-term partnership with Toughsheet represents the largest sponsorship deal in the club’s history and sees the company become a principal partner of the club.

Founded in Bolton in 1968 and now employing over 85 people from its base in Westhoughton, the family business is headed up by MD Dougi Mercer and director Paul Mullineaux.

Toughsheet are market leaders in creating useable building products from 100 per cent recycled materials and are the number one producer of ecological damp proof membrane, exporting their products globally.

The offer was taken to over 400 brands and over the course of six months, the club met with around 20 companies that expressed an interest in the opportunity, including the University of Bolton.

Sharon Brittan, Chairman of Bolton Wanderers said: “When we met with Dougi and his team as part of the process to find a new stadium naming rights partner, it was clear straight away that they live and breathe Bolton.

“Lifelong fans, they have built a hugely successful business in the town with an impressive green agenda that employs local people. Their love for Bolton Wanderers and for Bolton itself is what set them apart as the right company for the club to team up with.”harlie Bannister at SGI for their diligent work in supporting us to secure this fantastic sponsorship deal for the club.”

Regarding the puntastic nature of the new name, Mercer told Bolton News: “We’re happy to have a bit of fun with it. Obviously the brand name is a bit tongue-in-cheek, a bit schoolboy humour. I can’t wait to see them try and make each other say it on Sky Sports, it’ll be a great laugh.”

The sponsorship deal with Toughsheet encompasses high profile external and internal signage and digital in-stadia assets, as well as the naming rights to the stadium.

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