[Critical Baggie]

Wembley Stadium is in advance talks with up to five companies over a possible naming rights deal.

But BBC Sport understands that the iconic venue will keep the traditional Wembley name as part of any agreement.

Those involved in the negotiations are said to be sensitive about the name's heritage and history.

But a change to the naming structure could see a sponsor added to the venue's official name beside or after "Wembley Stadium".

Wembley National Stadium Limited (WNSL), the venue operators and a subsidiary of the Football Association, declined to comment on the talks.

A clue as to how any commercial partnership may look to the public may be seen with the naming arrangements at Wembley Arena.

The Arena, which is not owned by WNSL, added "A Barclaycard Unwind Experience" to its name, signage and marketing materials in 2010. It is not known if Barclaycard are involved in the current talks for Wembley Stadium.

Any potential deal to rebrand Wembley Stadium is likely to anger traditionalists.

But with FA still repaying the debt that it took on to build the £757m stadium, arguments will be made that the deal makes commercial sense.

WNSL and The FA are understood to have been keen to bring in a major commercial partner to the stadium for some time.

Other stadiums to be rebranded in recent times include Newcastle United's stadium which became the "SportsDirect.com Arena @ St James' Park" and then, in November 2011, the "Sports Direct Arena".

http://www.bbc.co.uk/sport/0/football/19551495

The Budweiser Bowl anyone? 

[DownInAlbion]

Doesn't look like it's going to happen thankfully!!!

http://www1.skysports.com/football/news/12010/8070330/FA-not-seeking-Wembley-sponsor

The Football Association will not be selling naming rights to Wembley.

Talks are taking place with a number of potential commercial partners as the FA look to maximise revenue from the world famous arena, which plays host to this season's UEFA Champions League final.

It has been suggested they could be linked to the naming of the stadium in some way.

However, sources insist there is no chance of a naming rights deal, such as the one Arsenal have with airline Emirates or Stoke have with the Britannia Co-operative Bank.

Even if they wanted to, Wembley officials would come up against a problem Newcastle owner Mike Ashley has encountered at Newcastle.

Although now officially titled the Sports Direct Arena, most fans still refer to the ground as St James' Park.

Wembley was rebuilt at an eye-bulging cost of £798million and re-opened in 2007.

Since then it has hosted a number of events, including NFL, rugby union, rugby league and a series of pop concerts, as officials try to generate increased revenue.

Most recently it hosted both the men's and women's Olympic football finals.

[albiontilidie]

They could change the name and not a single person would actually use it, as it always will be Wembley

[boing_boing68]

We're all inebriated up and going to Budweiser Bowl

Que sara sara whatever will be will be,  we're going to Mcdonalds Stadium, que sara sara

[east-stand-nick]

They could change the name and not a single person would actually use it, as it always will be Wembley

Precisely. Newcastle play at St James' Park. No number of sponsorship names will change that for me.

[zippyandbungle]

The wonga wembley stadium
One is a load of old farts pi55ing about with too much money, the other a loan company