'Cornerstone' sponsors. This isn't to replace a naming rights partner, but in addition to. The idea is that brands which would also be very likely to want to supply the stadium (e.g. Soft drinks, betting, fast food etc.) are encouraged to enter into extended term partnership deals, which involve their name and brand being heavily publicised around the stadium. Cornerstone isn't location specific (I.e. The brand doesn't have a corner of the stadium) more a reference to the fact a cornerstone is normally a large fundamental part of the structure of an old fashioned building meaning a cornerstone sponsor is a fundamental part of the financing of the stadium and subsequently of the stadium's operation and image. In theory this could be tied in with the naming of stands or entrances to the stadium, the cornerstone element does point to something structural, so it could mean named parts of the stadium, which would feel very commercial, but if it keeps ticket prices down... It works in America, but isn't something which has really been seen over here, so I'm sceptical the club will find willing partners, or if they do, what the negative impact may be on the primary naming rights deal, but all that will become increasingly apparent over the next 10 months. One thing that did surprise me was the length of the AIA commitment this summer. You'd think naming rights would be more popular with shirt sponsorship and owning the entire branding. Maybe that points to strong AIA interest in the naming rights, who knows.