Understanding is
1. The naming rights deal was very much front loaded and whilst significant is not crucial to ACL survival.
2. Ricoh have no intention of pulling out as they are happy with the exposure their brand gets amongst their target market ie businesses that attend exhibitions, conferences etc, they like the fact that there is a plethora of road signs with their name on, not the usual football symbol, how much positive coverage have they received from association with a third tier football club? Got quite a lot of mentions everytime the dispute gets in the news, probably more mentions than directly because of the football!
Jan, seriously RICOH have every intention of pulling out.
Almost all the exposure they get is via the football club. Target market has nothing to do with it; it is simply about name/brand awareness, and for that it is the exposure they get via the football club that is the most important aspect of the deal. 'Positive' coverage is also irrelevant, it is simply about getting the name out there. Ricoh's maket share of the UK copier market has grown substantially in the last 10 years and the naming rights deal has had a good deal to do with that.
Stop and think for one minute of all the exposure it gets in newspaper articles, match reports, on TV news bulletins, in football related publications such as matchday programmes, on internet sites and message boards (not just ours but amongst fans of all clubs that have visited us), on Sky Sports, on radio stations such as TalkSport and Five Live, on all those local stations that cover their teams when they play at 'The Ricoh', in general conversations amongst football supporters and so on and so on. Just think about how many times the words "The Ricoh Arena" are spoken on television and radio throughout the course of a year in reference to our football club or in relation to other clubs who have played a fixture there. Then think about all the times it is mentioned on TV and radio in relation to conferences, business meeting and exhibitions?