Naming Rights, Done Right

CSL Behring in Bern, Switzerland, did the neighborly thing and gave a beloved soccer stadium its old name back.

Story

 

It’s official. Stade de Suisse, a football (soccer) stadium in Bern, Switzerland, is now Stadium Wankdorf again.

Watch the video above to see the changing of the signage.

CSL Behring, a biotech that develops and manufactures medicines for rare and serious diseases, has long had a large facility in historic Bern and is a close neighbor to the stadium. In December, the company announced a partnership with the BSC Young Boys football club that would change the stadium name back to Wankdorf.

Pride runs deep for the old name among residents of the Swiss city, who previously circulated a petition in favor of the name change. It was there, in 1954, that a World Cup match between West Germany and heavily favored Hungary thrilled the nation. West Germany won and the rain-soaked game later inspired a popular film called The Miracle of Bern.