The KCOM Stadium (also known as the Hull City Stadium due to UEFA sponsorship regulations) is a multi-purpose facility in the city of Kingston upon Hull, England. The stadium was previously called the KC Stadium, but was renamed as part of a major rebrand by the stadium's sponsors, telecommunications provider KCOM, on 4 April 2016. Conceived as early as the late 1990s, it was completed in 2002 at a cost of approximately £44 million. The stadium is owned by Hull City Council and operated by the Stadium Management Company (SMC), who are looking to expand the stadium up to 32,000.