Just months ahead of the unveiling a brand-new East Stand, the more than two decades-long naming rights deal at Yarrow Stadium in New Plymouth is coming to an end.
Manaia-based Yarrows the Bakers, which has held naming rights since 2002, has announced it will not be renewing the deal with venue operator New Plymouth District Council (NPDC), meaning that, as of 8th March, the venue will be known as Stadium Taranaki until a new naming rights sponsor is found.
Yarrows Executive Director Philip Yarrow said it had been a difficult decision to end the arrangement, stating “it's been a rewarding 20-year partnership with the NPDC, with many great memories along the way.
"From a commercial lens, the naming rights provided credibility to our brand and helped strengthen relationships both domestically and across the Tasman.
"It was certainly a difficult decision to end the partnership, and we wish the New Plymouth District Council team all the best in the next chapter."
NPDC Manager Venues and Events Chade Julie said while sad it was the end of an era and an important working relationship, it opened the doors for an exciting future, noting “we've really enjoyed and appreciated working alongside the Yarrow team, so are obviously disappointed to see that come to an end, but this change comes as an exciting new chapter begins with the completion of the redevelopment project and the opening of the new East Stand this year."
Julie said future naming rights opportunities for the stadium, including the stands and suites, would be available shortly.
New Plymouth Mayor Neil Holdom paid tribute to the Yarrow family and its long-standing contribution to the stadium and other community facilities, adding “their support has been unwavering for over 20 years. This is an unprecedented partnership with the city of Ngāmotu-New Plymouth and Taranaki."
Holdom said private sector investment was increasingly vital to sustain the scope and quality of community assets, adding “the depth and quality of our public/private sector partnerships, modelled by the Yarrow-NPDC relationship, is what makes this possible."
Taranaki Regional Council director of corporate services Mike Nield said as owner of the venue via the Taranaki Stadium Trust, the Council was leading the stadium upgrade project with the aim of creating the "best regional stadium in New Zealand".
After 8th March the venue will be known as Stadium Taranaki until a new sponsor is found.
Yarrow Stadium is operated by NPDC and owned by Taranaki Stadium Trust.
The redevelopment project at Yarrow Stadium is set for completion in the coming months.
Image: New Plymouth's Yarrow Stadium will be renamed as Stadium Taranaki as of the beginning of March.
Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.
With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.
Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.
In addition to publishing, Nigel speaks on marketing communications at a range of industry events.
He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).
As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
His philosophy on life is to be kind to all and to indulge those that you love.
His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.
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