West Ham United are about to inherit a legacy. At the start of the 2015/16 season the Premier League club will move out of the Boleyn Ground, their home since 1904, and into London's refurbished Olympic Stadium.
Their relocation comes after years of legal wrangling and public recriminations but it will nevertheless provide the venue with a permanent tenant, helping to ensure the long-term viability of a stadium that formed the centrepiece of the London 2012 Olympics.
For the club, too, the move has the potential to be commercially transformative. The refitted stadium promises vastly improved offerings for sponsors and corporate hospitality, while the club is using its far greater capacity as an opportunity to offer some of the cheapest tickets in the Premier League.
As West Ham prepare for what is set to be an emotional farewell next summer, the job for the club’s commercial director Felicity Barnard is to make sure the move is a commercial success. Speaking to SportsPro's James Emmett during The Brand Conference at the Kia Oval in London in late September, she explained how the Hammers plan to do so.