MILLWALL could soon enter into a lucrative stadium sponsorship deal.
NewsAtDen understands that the Lions are looking into the possibility of selling advertising space on the outside of The Den for a significant fee on a multi-year basis.
The club wants to capitalise on the fact that the stadium is adjacent to train-lines that carry 54 million commuters a year in and out of London Bridge station.
If a suitable sponsor can be found, the ground would continue to be known as The Den but the name of the ground may be altered to accommodate a brand name.
Stadium branding would be more profitable than a shirt sponsor, it is believed. Commercial director Alan Williams has confirmed that the club is open to such an agreement.
He said: "We are considering it and we will never write off any opportunities. Because of Financial Fair Play, the more money that we can bring in, the more the club can spend.
"It would be of pararmount importance that we respected the fact that we play at The Den.
"If we were fortunate enough to find an approriate partner, 'The Den' would still feature in the name of the stadium."