AFC Bournemouth have announced that the stadium will be known as the Goldsands Stadium for the next 2 seasons, paying a reported £50000 for the right to have their name against the ground.
On the sale of the stadium name, Mitchell is quoted in the Bournemouth Evening Echo as saying: "I don’t think the stadium will be anything other than Dean Court to most people and probably to everybody deep down. But when you have got the opportunity to sell the space and the name, it is an attractive proposition because it is visible and will be in the press. We have taken the opportunity to sell the name and are very pleased we have found these people to come in and take it on. They have paid up front, which was good for us, and it is a figure that has superseded anything we have had before for the stadium rights. We don’t know a lot about the company but they want to come to the area. From what I believe, they specialise in man-management and look after wealthy people and sports people. They have got quite a client base but not in this area and want to move across the south coast. The first instruction came from a mutual friend and it just so happened our stadium was available at the time. There are a lot of wealthy people in and around the area and I think that is probably what attracted them to us. To my knowledge, they have got a branch in London under a slightly different name but the name suits the location. They seem to be branding to have something familiar with the location".