Derby County Football Club’s iconic home will revert to being called Pride Park Stadium after the club decided to exercise its option and terminate its stadium naming rights agreement with the sports drink manufacturer iPro.
The club reached the decision to end the partnership following recent changes in the ownership structure of iPro’s business. From January 1, 2017, the stadium will return to its original name, Pride Park Stadium.
Derby County’s President & Chief Executive Sam Rush said: “Both the club and iPro have changed ownership structures in recent times and a thorough business review was instigated by our owner Mel Morris after he completed his takeover of the club last year.
“During this strategic review, it became clear that the most appropriate solution which best suits Derby County’s long-term ambitions is to exercise our right to end the partnership.
“We enjoyed working with iPro and will now take the next few months to consider all our options regarding our home here at Pride Park.”
A phased programme of removing relevant branding from the stadium will begin shortly. All other associated club imagery, products, online branding and printed materials will also be amended over the next few months.