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The South Stand - formerly known as the Fosters Stand - will become the 888sport Sout Stand after the club signed up with the Gibraltar-based bookie, with their distinctive orange logo adorning the main advertising hoarding across the stand from now on. The stand had recently held Thai Airways boards, who now sponsor the club's away shirt, as the Royals expand their sponsorship horizons in a bid to bring in extra cash.
Announced by Reading on their official website, details are initially thin on the ground in terms of how much this will boost the club's coffers, or for how long. However, what is guaranteed is that this is the first concrete evidence of naming rights being sold, with more expected in the coming weeks and months after Lady Sasima Srivikorn admitted that a full-blown name change is on the cards.
In the mean time, here's what 888sport Senior Vice President Itai Pazner had to say on the deal:
"With our footprint already established in the UK betting market, this deal for 888sport.com allows us to further engage with our target audience via the turnstiles and through ongoing TV coverage."
What do you make about stadium naming rights being sold by the club? Comment below.