It was announced on 5 October 2004 that Emirates Airline had signed a 15-year deal for naming right of the stadium, worth £100M. This sum also includes payments for an eight-year shirt sponsorship by Emirates, starting in the 2006–07 season. The stadium name is often colloquially shortened from "Emirates Stadium" to "The Emirates", although some supporters continue to use the former name "Ashburton Grove" or even "The Grove" for the new stadium, especially those who object to the concept of corporate sponsorship of stadium names. This discrepancy between official and unofficial names is similar to the manner in which Arsenal's former ground, Arsenal Stadium, was almost universally referred to as "Highbury" by supporters, the media and the club itself.
Due to UEFA regulations on stadium sponsors, during UEFA Champions League matches the stadium is not officially referred to as Emirates Stadium, as Emirates are not an official sponsor of the Champions League competition; other stadia, such as the Allianz Arena in Munich, have fallen foul of this rule before. UEFA refer to the stadium as Arsenal Stadium, which was the official name of the stadium at Highbury.
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