PHOTO: Yarrow Stadium
Just months ahead of unveiling a brand-new East Stand, the more than two decades-long naming rights deal at Yarrow Stadium in New Plymouth is coming to an end. Manaia-based Yarrows the Bakers, which has held the naming rights since 2002, announced it will not be renewing the agreement.
Starting March 8, the venue will be known as Stadium Taranaki. Yarrows executive director Philip Yarrow admitted it was a tough decision to end the partnership. “It’s been a rewarding 20-year partnership with the NPDC [New Plymouth District Council], with many great memories along the way,” he said. “From a commercial lens, the naming rights provided credibility to our brand and helped strengthen relationships both domestically and across the Tasman.”
Yarrow also expressed gratitude for the Yarrow family’s involvement with the stadium, noting that Noel and Melva Yarrow held naming rights to the stadium’s West Stand from 2004 to 2022.
The NPDC operated the stadium, which was owned by the Taranaki Regional Council. It is currently undergoing an $80 million earthquake strengthening and upgrade. NPDC manager of venues and events Chade Julie acknowledged the end of an era but looked forward to an exciting future with the redevelopment project and the new East Stand.
New Plymouth Mayor Neil Holdom praised the Yarrow family for their unwavering support over the past 20 years. “This is an unprecedented partnership with the city of Ngāmotu-New Plymouth and Taranaki,” Holdom said, emphasizing the importance of private sector investment in sustaining community assets.
Yarrow Stadium, soon to be renamed Stadium Taranaki. Photo: RNZ / Robin Martin
Taranaki Regional Council director of corporate services Mike Nield highlighted the council’s role in leading the stadium upgrade project with the goal of creating the “best regional stadium in New Zealand.” He thanked the Yarrow family for their longstanding support, especially during the redevelopment work.
More than just a rugby ground, the venue is Taranaki’s premier outdoor sporting arena, hosting major events like Rugby World Cup games, All Blacks fixtures, FIFA U20 World Cup matches, and Nitro Circus. The stadium is also the proud home ground for the Taranaki Bulls provincial rugby side.
As the stadium enters this new chapter, future naming rights opportunities for the venue, including the stands and suites, will be available shortly.
SOURCE: RNZ