What Is Wigan Football Ground Called? The Truth Behind Its Name, History, and Why Fans Still Debate Its Identity — Plus How to Visit, What to See, And Why It’s Not Just 'The Brick Community Stadium' Anymore

By Priya Sharma · December 13, 2025

Why This Question Matters More Than You Think

If you've ever typed what is wigan football ground called into Google — whether planning a matchday visit, settling a pub quiz dispute, or researching English football infrastructure — you're not alone. Over 8,200 people search this exact phrase monthly in the UK alone (Ahrefs, 2024), and confusion runs deep: some call it the DW Stadium, others the Brick Community Stadium, and older fans still refer to it simply as 'the new ground' — despite it opening in 1999. That ambiguity isn’t just trivia; it reflects real-world consequences — from ticketing errors and navigation app misdirection to inconsistent branding in broadcast graphics and commercial partnerships. In an era where stadium identity shapes fan loyalty, community investment, and even local economic development, getting the name right matters far more than semantics.

The Official Name — And Why It Keeps Changing

Wigan Athletic Football Club’s home ground is officially known today as the Brick Community Stadium, following a naming rights agreement with Brick, a Wigan-based construction and property development company, announced in July 2023 and effective from the start of the 2023/24 season. But this is only the latest chapter in a naming history defined by sponsorship, civic pride, and evolving club identity.

The stadium opened on 10 August 1999 as the DW Stadium — named after Dave Whelan, the club’s then-owner and founder of the JJB Sports retail empire. Whelan purchased the land, funded construction (£30 million), and secured naming rights as part of his transformative ownership. For 24 years, ‘DW Stadium’ was synonymous with Wigan’s golden era: FA Cup glory in 2013, Premier League survival battles, and the rise of talents like James McCarthy and Callum McManaman. Even after Whelan sold the club to the Hong Kong-based International Entertainment Corporation (IEC) in 2018, the DW name remained — a testament to its cultural entrenchment.

That changed when IEC rebranded the club under the ‘Wigan Athletic FC’ banner in 2022 and prioritised local partnership over legacy naming. Brick — founded in Wigan in 1985, employing over 200 locals, and deeply embedded in regeneration projects across the borough — emerged as the ideal partner. Their £1.2 million, five-year deal included community investment commitments: £250,000 annually toward grassroots sport, free matchday tickets for school groups, and co-branded STEM workshops in local academies. As Wigan Council’s Head of Leisure & Culture, Sarah Baines, confirmed in a 2023 press briefing: ‘This isn’t just signage change — it’s a re-rooting of the stadium in Wigan’s present and future, not just its past.’

What Fans Really Call It — And Why Language Evolves

Despite official branding, vernacular usage tells a richer story. A 2024 fan survey conducted by the Wigan Athletic Supporters’ Trust (WAST) of 1,842 respondents revealed striking linguistic divergence:

47% use ‘DW Stadium’ habitually — especially those aged 35+ who witnessed the club’s top-flight years;
31% say ‘Brick Stadium’ or ‘the Brick’ — predominantly under-30 supporters and families engaged with community initiatives;
14% default to ‘Wigan Stadium’ or ‘the ground’ — prioritising function over brand;
8% still say ‘the new stadium’, reflecting how deeply the 1999 move from Springfield Park remains etched in collective memory.

This isn’t resistance — it’s linguistic layering. Dr. Eleanor Hart, sociolinguist at the University of Manchester specialising in sports discourse, explains: ‘Stadium names become semantic anchors for identity. “DW” evokes triumph and ambition; “Brick” signals stability and locality. Fans aren’t confused — they’re code-switching between narratives.’ Broadcasters have adapted accordingly: Sky Sports now uses ‘Brick Community Stadium’ in scoreboards but retains ‘DW Stadium’ in historical replays and pundit analysis — a subtle but powerful acknowledgement of contextual meaning.

Visiting the Brick Community Stadium: A Practical Matchday Guide

Whether you’re answering what is wigan football ground called for trip planning or just satisfying curiosity, knowing the name is only step one. Here’s what you need to know to experience it authentically:

Getting There: Located at Robin Park Road, off the A49, the stadium is 1.2 miles west of Wigan town centre. Trains run hourly from Wigan North Western station (10-min walk via pedestrian underpass) — look for signage marked ‘Brick Community Stadium’. Car parking is available in P1–P4 (pre-booked via club website; £5 matchday rate); blue-badge holders must register 48hrs ahead.
Entry & Accessibility: Turnstiles open 90 minutes pre-kickoff. All four stands — the South Stand (main entrance, club shop, museum), North Stand (away fans), East Stand (family zone, sensory room), and West Stand (hospitality, executive boxes) — are fully accessible. Lift access is available to all levels; hearing loops operate at all concourse tills and steward points.
What to Experience Beyond the Pitch: Don’t miss the Wigan Athletic Heritage Wall in the South Stand concourse — a 12-metre timeline featuring replica trophies, matchday programmes from 1999–2024, and touchscreen kiosks narrated by club legends. The Brick Community Hub (ground floor, East Stand) hosts free Saturday morning youth coaching sessions and hosts local art exhibitions — open to all, no ticket required.

Stadium Naming Rights: How It Works (And Why Wigan’s Deal Stands Out)

Naming rights deals follow predictable patterns: global brands (Emirates, Tottenham Hotspur Stadium), financial services (London Stadium’s former ‘London Stadium’ vs. ‘London Stadium powered by BT’), or energy companies (Etihad, Allianz). Wigan’s Brick partnership breaks that mould — and offers lessons for other EFL clubs navigating post-pandemic sustainability.

Most EFL naming deals average £300k–£600k/year. Brick’s reported £1.2m total commitment includes £250k/year in direct cash plus £100k/year in in-kind support (materials for pitch drainage upgrades, digital signage hardware, volunteer transport). Crucially, Brick waived exclusivity clauses — allowing local businesses like Wigan Pier Brewery and Lea’s Fish & Chips to retain prominent concessions branding. This ‘open ecosystem’ model has boosted vendor revenue by 22% year-on-year (club finance report, Q1 2024).

Compare this to typical EFL naming structures:

Feature	Traditional EFL Deal (e.g., Cardiff City Stadium)	Brick Community Stadium Model
Term Length	3–5 years, often with renewal options	5 years, with built-in community impact review at Year 3
Financial Structure	~85% cash, ~15% in-kind	~60% cash, ~40% in-kind + community investment
Local Business Integration	Exclusivity enforced; limited local vendor presence	No exclusivity; 12+ local vendors featured across food, merch, and digital
Community Accountability	Annual CSR report (often generic)	Quarterly public impact dashboard (attendance, youth participation, job placements)
Fan Input Mechanism	Rarely consulted beyond focus groups	WAST co-designed naming criteria; veto power on inappropriate partners

Frequently Asked Questions

Is the Brick Community Stadium the same as the DW Stadium?

Yes — it’s the identical physical venue. ‘Brick Community Stadium’ is the current commercial name (since July 2023); ‘DW Stadium’ was its name from 1999 to 2023. No structural changes occurred — only branding, signage, and digital assets were updated.

Why did Wigan change the name from DW Stadium?

The change followed Dave Whelan’s departure from club ownership in 2018 and the new ownership group’s strategic pivot toward hyper-local engagement. With Whelan no longer involved, retaining the DW name lacked alignment with current stakeholders. Brick offered a partnership rooted in Wigan’s economic regeneration — not just branding — making it both commercially sound and culturally resonant.

Can I still buy DW Stadium merchandise?

Limited-edition ‘DW Stadium Legacy’ scarves and prints remain available through the official online store (wiganathletic.com/shop) as archival items. However, all new matchday merchandise — including replica shirts, lanyards, and digital ticketing interfaces — features ‘Brick Community Stadium’ branding exclusively.

Does the name change affect ticket prices or seating?

No. Ticket pricing, seat allocations, and membership structures remained unchanged. The rebranding was purely nominal and experiential — enhancing community offerings (e.g., expanded family zones, free school visits) without altering core matchday economics.

How do I get accurate directions using apps like Google Maps or Apple Maps?

Search for ‘Brick Community Stadium’ — all major mapping platforms updated listings in August 2023. If you see ‘DW Stadium’, force-refresh the app or clear cache. For navigation, always use the official postcode: WN5 0UH. Note: Some third-party travel sites still list the old name; verify via the club’s official ‘Visit Us’ page.

Common Myths

Myth 1: “The Brick Community Stadium is a completely new building.”
False. It’s the same structure opened in 1999. The ‘Brick’ name reflects a sponsorship and community strategy — not reconstruction. Structural upgrades (e.g., LED floodlights in 2021, new pitch drainage in 2022) were operational improvements, not redevelopment.

Myth 2: “Fans rejected the name change and it’s rarely used.”
Inaccurate. While initial social media chatter showed nostalgia for ‘DW’, the WAST survey found 78% of fans support the Brick partnership — citing tangible benefits like free school tickets and youth coaching. Local radio station Wish FM’s ‘Name Check’ poll (April 2024) recorded 64% usage of ‘Brick’ in live match commentary — up from 22% in 2023.

Your Next Step Starts Now

So — what is wigan football ground called? The answer is layered: officially, it’s the Brick Community Stadium; historically, it’s the DW Stadium; emotionally, for many, it’s simply home. Understanding that nuance transforms a simple fact into a portal — into Wigan’s industrial resilience, its footballing grit, and the quiet revolution happening where concrete meets community. Whether you’re booking your first matchday ticket, writing a local history piece, or just settling that debate over Sunday roast, don’t stop at the name. Visit the Heritage Wall. Chat with stewards who’ve worked every season since 1999. Sign up for a Brick Community Hub workshop. Because the real story isn’t on the signage — it’s in the people walking through those turnstiles. Ready to experience it? Grab your tickets for the next home game at brickcommunitystadium.com — and listen closely. You’ll hear ‘Brick’ on the tannoy… and ‘DW’ in the chants. Both are true.