The potential market rates for U.K. stadium naming rights grew to £135.6m in 2017, an increase of over 80% on the 2013 market rates of £74.6m, according to a study by Duff & Phelps. However, the market here is underdeveloped, it says. In the U.K., Manchester United’s Old Trafford could command over £26m a season to offer seasonal naming rights to its 75,643-seat stadium, more than any of its rivals. Interestingly, the study found that, in North America, where naming-rights deals are very common, new sponsors can be reluctant to take on a ground that’s previously had someone else’s name on it, which explains why a new stadium is worth a premium.