Tom Wagner has admitted that the naming rights for Birmingham City's planned new stadium will go to the highest bidder.
Since the arrival of Wagner and NFL star Tom Brady to St Andrew's, Blues have compiled ambitious plans both on and off the pitch.
Life back in the Championship is proving tougher than anticipated, with Chris Davies' side having only won four of their 11 matches to sit in 13th position in the table.
The American owners have not shied away from the clamour to return to the Premier League as soon as possible in time for the move to a new stadium.
A new Sports Quarter in the city will be the destination of the ground, which Birmingham chiefs hope will be built by 2030.
With a planned capacity of 62,000, it will be a challenge to make the location profitable immediately, given that St Andrew's currently averages 27,000 in attendance.
Wagner provides Birmingham City stadium update
As such, Wagner and Brady will want to attract a big-name sponsor for the stadium in time for its opening at the 48-acre site – previously known as Birmingham Wheels – in the east of the city.
Knighthead, Birmingham's ownership group, plan to build office blocks, restaurants and bars on the site in an attempt to make the area a well-visited destination throughout the year.
Speaking at the Open House event on Wednesday night, Wagner provided an update on their plans, acknowledging that whoever offers the most amount of money will gain the naming rights to the stadium.
He said: “It will have a name and it will go to the highest bidder.”
Meanwhile, head of infrastructure Nick Smith suggested that at least 20 non-football events could be held at the stadium across a given year.
Smith added: “A multi-purpose stadium is going to be key because we’ll probably run as many events as we play football games in this stadium.
“But it’s football first. The lens of football in designing this stadium is key. You always start with the field of play, our pitch – 105m by 68m – was the key starting point.
“If we’re going to have the Challenge Cup here for Rugby League, we’ve built in some flexibility so the seats can retract, but for football it’s as tight as regulations will allow us to be.”
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