LONDON 2012: The SBOBET Olympic Stadium, don't bet on it Karren

BRITISH Olympic Association officials will be pleased to hear that West Ham - who are under no obligation to do so - will maintain the name of their new home as the Olympic Stadium post 2012.

NEW HOME: West Ham will take control of the London 2012's main stadium, and have pledged to maintain it as the Olympic Stadium (West Ham)

BOA chairman Colin Moynihan fought a behind the scenes battle with those who wanted London 2012's Olympic Park renamed the Queen Elizabeth II Park after the Games, securing a compromise by which it will be known as the Queen Elizabeth II Olympic Park.

There will be no compromise with the Olympic Stadium though. 

If West Ham want to raise some cash by selling naming rights, they will not be able to do so with the word Olympic in the title - the International Olympic Committee's lawyers, who protect the rights of their sponsors with zeal, will see to that.

However, Hammers deputy chairman Karren Brady - remember she wanted to change the club name to West Ham Olympic? - was a little vague when pressed on the matter.

"It's important that the word Olympic is in there somewhere in the name of the stadium," she said, note the ‘in there somewhere' caveat.

"It's essential for the legacy of the project. We are the only Olympic Stadium in the country and that is incredibly important to us."

Pride before profit, the first of many big decisions ahead for the happy, for the moment, Hammers.

---

MORE COLUMNS BY SPORTSBEAT'S JAMES TONEY

LONDON 2012: Public opinion provides Hammer blow in Olympic Stadium race

Sotherton adds once outspoken voice to stadium row

London 2012 decision day edges closer for British Basketball

Spurs increasingly look like frontrunners in Olympic Stadium battle

---