Naming rights for Whaddon Road snapped up
Cheltenham Town have announced a new sponsorship deal that will see Whaddon Road renamed the World of Smile Stadium for the next three seasons.
Based next to Wyevale Garden Centre on Evesham Road in Cheltenham, World of Smile are leading providers of conservatories, garden buildings, sheds, cane and rattan furniture.
Their managing director, Jon Burke, is the great nephew of Robins great Peter Goring, who went on to enjoy huge success at Arsenal after joining them for a fee of £1,000 in 1948.
A butcher in Bishop’s Cleeve, Goring went on to win both the League title and FA Cup with the Gunners.
Mr Burke said he was proud to continue the family’s association with the football club.
“This is a massive deal for us and I think my uncle will be looking down with a smile,” he said.
“Peter played a big part in my life when I was younger, keeping me on the straight and narrow so it’s very nostalgic for me to come back to Whaddon Road and meet the new manager Gary Johnson and some of the players.
“Cheltenham Town need support from the community and local businesses, who can help them get back to where they should be, which is higher up.
“You can’t say the name World of Smile without grinning and that’s what our company is all about: making customers and clients happy with a positive outlook and that is why we are reaching out into the community.
“There is a positive feeling around Cheltenham Town at the moment and I think we’re in for a good season.”
Robins chairman Paul Baker was thrilled to secure a key partnership for the Vanarama National League club.
“I am absolutely delighted with this deal and I have to say a big thanks to John Finnigan (commercial executive) and Mark Cuzner (commercial consultant), who initiated the contract,” Mr Baker said.
“It was very easily negotiated and to have a three year increasing deal is tremendous and gives us real security.
“It is a completely new name to be associated with the club and it’s a great deal for both parties.
“The history with Peter Goring and Jon’s family adds context to the story and I know he is chuffed to bits.
“We are also enthused by his willingness to help introduce other potential sponsors to us in the coming months.”