The Football Association will not be selling naming rights to Wembley.
Talks are taking place with a number of potential commercial partners as the FA look to maximise revenue from the world famous arena, which plays host to this season's Champions League final.
It has been suggested they could be linked to the naming of the stadium in some way.
However, sources insist there is no chance of a naming rights deal, such as the one Arsenal have with airline Emirates or Stoke have with the Britannia Co-operative Bank.
Even if they wanted to, Wembley officials would come up against a problem Newcastle owner Mike Ashley has encountered at Newcastle.
Although now officially titled the Sports Direct Arena, most fans still refer to the ground as St James' Park.
Wembley was rebuilt at an eye-bulging cost of £798million and re-opened in 2007.
Since then it has hosted a number of events, including NFL, rugby union, rugby league and a series of pop concerts, as officials try to generate increased revenue.
Most recently it hosted both the men's and women's Olympic football finals.
Source: PA
