Sunderland AFC has considered selling the naming rights to the Stadium of Light, bosses revealed today.
The board has discussed allowing a sponsor's name to be added to the title, which would be a hugely controversial move.
Selling naming rights at other clubs has sometimes sparked fans' fury.
As revealed in the Echo, SAFC made a pre-tax loss of £26million in the last financial year, and is looking at new ways to boost income.
And it seems that branding the Stadium of Light is an option – although club chiefs are aware of how such a move could alienate fans.
"The naming rights issue is an extremely emotive thing," said chief executive Steve Walton.
"And it would only be done if it was completely right for the business."
"We'd only do it if it worked and it didn't take anything away.
"There have been a couple of things in that kind of area we have been looking at.
"It doesn't necessarily carry the same emotion because it's a relatively new stadium."
The Stadium of Light was opened in 1997 and many Black Cats fans were unhappy with the name, as it was already the name of Portuguese club Benfica's ground.
How the Stadium of Light could look
Newcastle United themselves have had ground-naming problems.
Fans were furious when owner Mike Ashley rebranded St James's Park as sportsdirect.com@St James's Park in a bid to attract a sponsor.
Some ground sponsorships have not been heavily opposed however, such as Arsenal's Emirates Stadium.
SAFC could include naming rights to the Stadium of Light in a deal with new sponsors for next season.
"I've spoken to the chief executive of Boylesports recently, and they would prefer it if we found somebody else," said Niall Quinn.
"They're also feeling the pinch, like the rest of Ireland."
