CHELSEA are understood to have begun the search to sell the naming rights to their new stadium.
But whatever happens in a deal worth millions a year they will stick with tradition and retain ‘Stamford Bridge’ in the title.
The likes of Premier League rivals Arsenal, Manchester City and West Ham do not incorporate ‘Highbury’ or ‘Maine Road’ or ‘Upton Park’ in their new stadium criteria.
But, according to the Evening Standard, the Blues are determined to – to the delight of their supporters who also want one of the stands to be named after legendary skipper John Terry.
Chelsea’s plans to redevelop their site into a 60,000 all-seat stadium will see them move out of Stamford Bridge for the start of the 2019-20 season while the £500million project is carried out.
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It is not known how the stadium will be funded and so far there are no guarantees that owner Roman Abramovich will cover all the bill himself.
The Blues face competition in the capital from Tottenham and West Ham for a stadium sponsor.
Spurs want a £20m-a-year record deal for 20 years at the new White Hart Lane. In contrast to Chelsea they are willing to abandon their traditional name.
But West Ham’s possible deal six-year deal with Vodafone worth £20m is not so lucrative.
Chelsea have plenty of time to secure a deal and are confident a global name will want to be associated with a successful club and a stadium that is unique in design.
They have attracted major investment in recent years. Nike will produce the strip from next season in a deal worth £60m-a-year.
Chelsea already have a £40m-a-year shirt sponsorship with Yokohama Rubber and a £10m-a-year arrangement for Carabao to have branding on the training kit.
Terry, meanwhile, will be leaving at the end of the season after 22 years.
The former England captain has been studying for coaching badges while also learning Portuguese in preparation for the next stage of his career.
But he wants to continue playing despite a lack of game time this season.
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