British vape company Totally Wicked has never been shy. Well known for challenging the EU Tobacco Products Directive in court, the company has also opened a store next door to the office of a Welsh politician who proposed vaping restrictions.
Now they putting their name front and center in the sports world. They’ve acquired naming rights to the stadium of a professional rugby club in the northwestern city of St. Helens. Beginning next year, the home of the St. Helens Saints will be known as Totally Wicked Stadium.
The stadium, now known as Langtree Park, holds 18,000 spectators. The naming agreement will last five years. Totally Wicked has been a sponsor of the club since 2013. The players’ uniforms sport the Totally Wicked logo.
The stadium allows vaping too. The club’s chairman Eamonn McManus told the Guardian that the relationship “has been of tremendous benefit to the club, not just financially, but also in supporting our wider health objectives.”
“The club plays an active role not only in sport, but also in health and education, and over the last four years of working with Totally Wicked, we have been able to create a supportive and vape friendly atmosphere at the club,” said McManus. “We believe this new deal will further this pioneering work by not only helping to raise awareness yet further of the damage smoking tobacco can do [but] also in deterring people from taking on the habit in the first place.”
The Saints are one of 12 clubs in rugby’s Super League, the top level of league play in Europe. Eleven of the league’s clubs are English and one is from France. The league champion plays the champion of the Australasian National Rugby League each year in the World Club Challenge. The club has been in existence since 1873.