WHAT was once Arena Joondalup, and more recently HBF Arena, is now to be named Joondalup Arena, but only for West Perth Football Club matters.
Have we lost you? Let us explain.
In building their new headquarters, the Falcons carved out a deal that allows them to sell the naming rights of the ground for West Perth home games and general club dealings.
In other words, their official home ground as used in WAFL fixtures and club correspondence will not be HBF Arena anymore but another sponsored name – once they find one.
At the moment it is simply Joondalup Arena.
The precinct will still be known as HBF Arena for all other purposes, such as SBL and rugby, that don’t relate to the Falcons.
West Perth chief executive Linda Hamersley hoped it would provide a reliable source of revenue.
“When the new facility was being built an agreement was reached that we could be carved out of the precinct sponsorship with HBF so that we would have the ability to seek a naming rights partner,” she said.
“We’re in the market for that right now hence the reason that we need to make sure that all the messaging around our use of the venue doesn’t refer to it as HBF Arena anymore.”
Hamersley said the club was not yet prepared to name any of the potential sponsors being spoken to.
She explained the reason for calling it Joondalup Arena rather than reverting back to Arena Joondalup was because the sponsor name would be replacing the word ‘Joondalup’ and needed to be mentioned first.
“Hopefully our next message will be not to call it Joondalup Arena anymore because we’ve now got a naming rights partner… we’re looking forward to that message,” she said.