Sale Sharks have unveiled a new multi-year partnership with CorpAcq, which will see the Salford Community Stadium rebranded as the CorpAcq Stadium beginning with the 2025-26 Gallagher Premiership Rugby season. The new era kicks off on September 25, 2025, when Sale host Gloucester in the opening fixture.
A Longstanding Relationship Elevated
CorpAcq is no stranger to the Sharks. The business compounder previously featured on the back of Sale’s shirts during the 2019-20 and 2020-21 campaigns. Now, the relationship evolves into one of the club’s most significant commercial agreements to date.
Sale Sharks chief executive Paul Smith called the deal “a highly significant partnership” and praised CorpAcq’s commitment to both the club and the region:
“As one of the North West’s fastest-growing businesses, CorpAcq is deeply rooted in the region and that aligns perfectly with our values as a club. With CorpAcq’s backing, we want to build on recent success, deliver an even better matchday experience, and continue to grow rugby union across the North West.”
Symbolism Beyond the Name
For CorpAcq, the partnership is not simply a branding exercise but a reflection of shared values. Chief executive David Martin emphasized the synergy between the two organizations:
“The Sharks are more than our local Prem Rugby team; they represent values that matter to us as a business: resilience, teamwork, and excellence. This partnership reflects our commitment to championing a high-performance culture – both on the pitch and off it in the business world.”
Stadium Legacy and Regional Identity
The Salford Community Stadium, with a capacity of 11,404, has been home to the Sharks since 2012, where they share tenancy with rugby league side Salford Red Devils. Previously, the ground was named after investment platform AJ Bell, whose sponsorship has now concluded.
This transition underlines Sale’s strategy to attract regional business leaders as long-term partners, embedding the club further into the economic and cultural fabric of the North West.
365247 Insight
Stadium naming rights are more than financial deals; they are platforms for cultural storytelling and regional positioning. By aligning with CorpAcq, Sale Sharks are:
- Strengthening their North West identity, embedding the club deeper into the local business ecosystem.
- Using the deal as a lever to enhance the matchday experience, a key driver of fan loyalty and commercial growth.
- Positioning themselves for sustainable revenue, vital in a league where financial pressures remain high.
For clubs across rugby and beyond, the lesson is clear: the best naming rights deals are not transactional, but transformational, creating long-term shared value for both partners and fans.
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IMAGE: Sale Sharks
