The deal between the sustainable smoothie maker and the pioneering vegan football club includes giving innocent the right to rename Forest Green Rovers’ home ground, previously known as The New Lawn.
And the new sponsor has decided to put it to the fans, who from today can make their suggestions to the club via its Twitter or Facebook account. A panel from Forest Green Rovers, including chairman Dale Vince, will then select a shortlist of the best names. These will then be put to a second, final fan vote to choose the new name of the stadium.
However, until then – and for one game only – it will officially be named the ‘innocent [insert name here] stadium. The club has even put up a new sign above the main entrance.
Innocent’s UK Marketing Director, Anna Bateson, said: “We’re a green company. They’re the greenest team in the world. Even the grass they play on is green. At the end of the day, it’s a match made in heaven.
“Our marketing team had the great idea to name the stadium but then had no great ideas for what to name it. The best they had was Greeny McGreenFace and we’re not calling it that. So rather than do the work themselves, our marketing department reckoned they’d just let someone else do it. So it’s over to the fans to decide.”
Dale Vince, chairman of Forest Green Rovers, said: “This is a great idea from the Innocent team to crowdsource a name. We can expect all sorts of suggestions, especially from fans of other clubs (this is football after all) – and it’s going to be fun.
“Meanwhile, even our interim name is good, I’m looking forward to hearing media pundits saying that at this weekend’s game. What a great way to kick off our partnership with the guys from innocent.”
The competition launched on Forest Green Rovers’ and innocent’s social media pages. Fans can vote on Facebook by simply leaving a comment on the post. On Twitter fans simply need to tweet @FGRFC_Official and @innocent with the hashtag #insertnameherestadium.
The Nailworth-based side will play their own and only game under the stadium’s official interim name against Walsall tomorrow.