West Ham are about move into the Olympic Stadium, one of the most state-of-the-art sports venues on Earth.
Already, it holds memories of some of the United Kingdom's greatest sporting achievements. With 60,000 seats and whole many more fans willing to fill them, it seems that everything's finally working out for the long-suffering eastenders.
Except there was always going to be a catch. And according to rumours, supermarket giant Tesco are leading the bidding war for naming rights.
The London Legacy Development Corporation (who are in charge of the stadium's name) had been expected to complete a £6million deal with Indian company 'Mahindra Group', a technology giant and car maker. But the Mail Online reports that Tesco are eager to take advantage of Mahindra's rumoured deliberation.
West Ham are set to earn 50% of the revenue from any naming deal (every little helps (sorry)), and are playing their first match next Thursday against Slovenian side Domzale.