In April 2008, the club announced that for the first time, the corporate naming rights in the stadium had been sold. Although the club's Chief Executive Norman Gautrey acknowledged that the fans would 'mourn the passing' of the Abbey Stadium name, it was stated to be crucial to the club's finances given the high annual rent on the ground. Trade Recruitment began a five-year sponsorship deal on 1 May 2008 for a total fee of £250,000. In the June 2009 a new deal was announced with a St Ives-based legal firm to rename the stadium as the R Costings Abbey Stadium.