On Air Now
Early Breakfast with Jenni Falconer 4am - 6am
The home of Peterborough United will be renamed the ABAX Stadium after a new partnership was agreed with Norwegian-owned company ABAX.
ABAX will become Peterborough United’s stadium naming rights partner as part of an initial five-year agreement, the first change of stadium name since the club formed in 1934.
The first match at the ABAX Stadium will be Friday’s game against Bristol City which is also live on Sky Sports.
Peterborough United Chairman Darragh MacAnthony said: “We see this opportunity as a great deal for this club, ABAX, the city and our supporters. ABAX has firmly put down its roots in Peterborough and now we all want to see the company grow.
“This long term collaboration is aimed at establishing sustainability for all concerned with a successful future being the ultimate goal.”
ABAX is the market-leader in developing innovative products which provide cost-effective solutions for businesses and individuals who use a vehicle at work, such as fleet management tools and digital mileage expense claims.
The company is based in Larvik, Norway, but opened a UK office near Peterborough in 2012.
ABAX UK Owner and Director Frank Ystenes said: “ABAX is a young company, hungry to succeed and develop in the UK and around the world.
"Ever since we first decided we wanted to partner with Peterborough United we have been impressed by the way the club is run, both on and off the pitch.
ABAX is well established in the Nordic region and our partnership with Peterborough United presents a great opportunity to increase our presence in the UK. We feel privileged the club has allowed the ground to be named ABAX Stadium.
We look forward to seeing the ABAX Stadium full of Peterborough United’s proud and passionate supporters in the years to come."
ABAX currently sponsor a number of sports teams in Norway, Sweden and Denmark, including Rosenborg and Vålerenga football clubs.
To celebrate the launch of ABAX Stadium, ABAX will give away 2014 commemorative scarves and flags to fans before Friday’s match. Flags will be handed to fans sitting in the new Motorpoint Stand. Scarves will be handed to the first supporters to arrive on the night.
Frank Ystenes and ABAX Chief Operating Officer Bjørn Erik Brandsæter Helgeland will be introduced to the ABAX Stadium crowd during half-time.