Rangers chief executive Charles Green claims he will fight to retain Ibrox in any new title for the stadium if the club agree a deal to sell the naming rights.
Green is in talks with several parties, including Rangers shareholder and Newcastle owner Mike Ashley’s Sports Direct firm, over a sponsorship deal which has split opinion among fans.
But Green has stressed he wants to appease the traditionalists and bring in money.
Green told Rangers TV following a meeting with supporters that losing the Ibrox name was not inevitable.
He said: “Charles Green personally is going to fight to get the Ibrox name in that new title.
“I’m never going to ask a taxi driver to get me to the Fred Bloggs Arena, I’m going to ask him to take me to Ibrox.
“I’m sure people who have been associated with Ibrox for longer than I have are going to refer to it as its historical name.
“However, it is that history that attracts a sponsor, that’s why people are prepared to pay naming rights for some stadiums and not others.
“And I’m sure the sponsor will want to retain some of that identity.”
However, Green cautioned that he was not close to securing a deal.
“I wouldn’t say we are at the door,” said Green, who raised the future prospect of expanding Ibrox if the club secured regular Champions League qualification.
“We have had problems where we can’t even tell a proposed sponsor what league we are in and that has caused frustration with any potential sponsor. But we have to get on because we have no control.
“We have narrowed it down to two or three people who I feel can deliver what we want and the fans want, which is something that we can all be comfortable with and also brings income into the club.”