Chelsea want to keep Stamford Bridge as part of the name of their new stadium, and are willing to forgo sponsorship money to ensure the historic name remains.
This is a rather surprising move in the modern day, when clubs sell the naming rights to grounds left, right and centre.
Arsenal and Manchester City both play in stadiums named after their sponsors, while Tottenham are expected to sell the naming rights to their redevelopment of White Hart Lane.
But the Blues want to ensure history remains intact, and would prefer the ground to be called 'The X Stadium at Stamford Bridge'.