Hindmarsh becomes Coopers Stadium

Morne de Klerk

The naming rights deal does not benefit Adelaide United, though Reds supporters will have no shortage of Coopers beer at the ground.

Hindmarsh Stadium, the 17,000-capacity home of Adelaide United, will be known as Coopers Stadium for the next five years. According to Sports Business Insider, the sponsorship from the well-known local brewery will lend a name to the stadium in a deal with the ground's new operators, Adelaide Entertainments Corporation (AEC).

Hindmarsh was constructed in 1960 but underwent significant renovation ahead of the 2000 Summer Olympics, as it was a host site for several football matches. At the present, the stadium is only home to Adelaide United and is considered, along with Melbourne's AAMI Park, as one of the top football-specific grounds in Australia.

Coopers have previously sponsored Adelaide United's shirts and now have exclusive naming and pouring rights at the ground. However, this deal is not with the club and will not provide funding to Adelaide United for football, development or anything else. Though AEC's control of the stadium is expected to lower overall operating costs, the football club will likely pay higher rent to remain a tenant. Adelaide United lost its shirt sponsorship with Coopers last year when FFA banned alcohol advertising at clubs across the country.

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