As of August 1, the home of Brighton & Hove Albion will take a new name, with the name of its charitable arm also changing.
Chief executive and deputy chairman Paul Barber said:
“This summer, with the support of our partner American Express, our stadium will be re-named American Express Stadium, while our charitable arm, Albion in the Community, will become the Brighton & Hove Albion Foundation.
“These small but important changes are designed to deliver even better value to our main partner, while also more closely aligning and connecting our charity’s excellent work and its many participants with our club.
“Our partnership with American Express, which began when the stadium first opened and our club was in League One, is now globally recognised and our multi award-winning work in the community is widely regarded as among the best in the world.”
Senior vice president at American Express Beverly Sawyers added:
“We’re immensely proud of our 13-year partnership with the club, which is based on shared values and a passion for our community. Fans are always top of mind for both the club and ourselves, and we are sure they’ll really enjoy the refreshed look and feel of the stadium once the changes are complete.”
Work to change some of the stadium’s signage begins immediately, to be in place for the start of next season’s games, while other more significant changes to the look and feel of the stadium will be made over the next 12 months.
Also, from September this year the foundation will be moving its community-focused staff and operations away from the stadium and into the city centre, 'right at the heart of the community it serves'.
Underlining the charity’s commitment to being at the heart of our community, Brighton & Hove Albion Foundation will move to a brand-new facility in Freshfield Road, Brighton later this summer. Located in the heart of our city, the foundation’s new headquarters will become the focal point for all its community-related activities.
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