TWO companies bidding for the naming rights to The Den have seen six-figure offers rejected.
Millwall turned down the lucrative proposals because both bidders wanted to totally change the historic name of the stadium.
Club bosses are searching for a partner to sponsor the ground but have no intention of "selling the soul", commercial director Alan Williams said.
Williams told the Southwark News: "We had two options but we turned them both down because they didn't fit with what we wanted to do.
"For me, it is fundamentally important that we keep 'The Den' in our name – and they didn't want that. The offers we had were from brands that didn't really work for us.
"We would have just been taking the money and while that it very important, we have to be respectful to our supporters and the history of the club.
"It would have to be 'The something Den' or 'The Den powered by something'.
"But whatever we go with, it's really important that we don't completely change the name and devalue our brand. The options that we had weren't right.
"The two we looked at were £280,000 and £300,000-a-season, which is worth more than our shirt sponsor.
"That's big money but it wasn't big enough for us to devalue our brand – changing the name of The Den has to be financially viable for us.
"A very difficult decision had to be made by the board but we're continually talking to people and we do have options."
Williams is confident of finding a sponsor because of The Den's proximity to train tracks which ferry commuters in and out of London Bridge station.
He added that the the corner of the stadium is an ideal spot for advertising.
"We have a very powerful location," Williams explained.
"100,000 people go past the stadium every day on the train, which means we have a big eyeball value."