Real Madrid's global head of partnerships, David Hopkinson, has confirmed the club are not looking to sell naming rights to their iconic Santiago Bernabéu stadium as part of the venue's refurbishment, reports, www.sportspromedia.com/.
Work is now underway on Real's four-year stadium renovation after funding was secured for the build with a reported €575 million (US$639 million) loan from Bank of America Merrill Lynch and JP Morgan.
The club have previously been actively pursuing a naming rights partner but have reportedly been left frustrated in their efforts, with brands fearing any name would be overshadowed by the venue's historic status and the probability it would still be referred to its original name.
Speaking ahead of the World Football Summit, he said: "I think anything is possible, but we are not working on that right now. My personal view is that we have an extraordinary set of revenue opportunities that don't involve changing the name of the stadium. I'm not sure if putting a corporate name on would be the right thing, in fact it would probably be the wrong thing.
"There are certain venues around the world that are so iconic, such as ours, Old Trafford, Madison Square Garden, they won't benefit from a corporate name. My belief is that Estadio Santiago Bernabéu is one of those."