The decision not to sell the stadium naming rights to a commercial partner, unlike the majority of new stadia in the UK, is a bold one which reflects the rugby region’s commitment to make its new stadium a celebration of the Scarlets’ past and future.
The announcement by the Scarlets’ board follows consultation with its stadium partner Carmarthenshire Council, members of the community, rugby supporters and partners. The region will be attracting substantial revenue for the stadium through commercial sponsorship of the four key stands rather than via an outright naming deal.
A joint project with Carmarthenshire Council, the new stadium in Llanelli is a focal point for regeneration with a name that will ensure it is recognised across the world.
Announcing the stadium’s name today, Managing Director of the Scarlets, Gareth Davies said:
“We want to give this important stadium to our community. It is for our rugby region and our supporters to enjoy and take pride in. We’ve made the decision not to sell the naming rights in favour of calling our stadium ‘Parc y Scarlets’ – a name that will take the history of Stradey Park and Llanelli rugby with us into a new era.
“Our identity as Scarlets is so crucial to our success. It celebrates our independence and our passion as a rugby region and we hope will continue to project the Scarlets name and its home in Llanelli on the world stage.
“It is fundamental to our aim to create a cathedral of regional rugby at our new home. From the Sospans on the posts to ‘Scarlets’ and ‘West is best’ spelt out across the seats in the main stands; this stadium will be distinctly Scarlets in heart and soul – not a faceless modern facility.”
In addition to the new name, the Scarlets have announced that they will honour the region’s celebrated legends in key parts of the ground.
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True to its traditions, Parc y Scarlets will be one of only very few stadia that will allow children to come onto the pitch after matches to celebrate with their heroes. And the new West stand will be dedicated to families wanting to enjoy the game.
The region has also revealed that it will also be creating a statue of Scarlets hero Ray Gravell in the front of the south stand in conjunction with a parade of Welsh, Carmarthenshire and Scarlets flags near the entrance to the stadium.
This is supported by the “Ray Gravell Legends Walkway” featuring commemorative bricks bearing the names of every Llanelli player that has been capped for Wales alongside the names of the region’s rugby fans.
Mari Gravell, wife of the late Ray Gravell said that Ray would have been ‘delighted’ with the stadium’s new name; she said: “This is a wonderful idea and I can’t think of a more fitting name. I know that Ray would have wholeheartedly agreed with the Welsh name and quite obviously a stadium that is Scarlet through and through.
“He was such a proud Scarlet and the club was so close to his heart, I know he would have been delighted with this decision. The girls and I are very proud that a statue is going to be placed at the new stadium in honour of Ray; he would have been thrilled and overwhelmed.”?
Scarlets chairman Huw Evans said: “This is a great piece of news for the stadium as we gear up for our move into a truly 21st century arena.
“The new stadium is a focal point for investment and regeneration of the area thanks to the support given by Carmarthenshire Council. With the associated sports facilities such as the training barn and athletics track, it is a major new venue for our community to take pride in and use on a daily basis. It will give our supporters, commercial partners and non-match day clients an unrivalled experience and will give us every chance of building an increasingly successful rugby operation and business.”
