Llanelli Scarlets' new PS23 million stadium will be named Parc y Scarlets (Scarlets Park).

The 15,000-capacity venue is expected to open later this year, replacing Llanelli's current Stradey Park home.

The decision not to sell the stadium naming rights to a commercial partner, unlike the majority of new stadia in the UK, is a bold one which reflects the rugby region's commitment to make its new stadium a celebration of the Scarlets' past and future.

The announcement by the Scarlets' board follows consultation with its stadium partner Carmarthenshire Council, members of the community, rugby supporters and partners. The region will be attracting substantial revenue for the stadium through commercial sponsorship of the four key stands rather than via an outright naming deal.

A joint project with Carmarthenshire Council, the new stadium in Llanelli is a focal point for regeneration with a name that will ensure it is recognised across the world.

Announcing the stadium's name today, Managing Director of the Scarlets, Gareth Davies said: "We want to give this important stadium to our community. It is for our rugby region and our supporters to enjoy and take pride in. We've made the decision not to sell the naming rights in favour of calling our stadium 'Parc y Scarlets' - a name that will take the history of Stradey Park and Llanelli rugby with us into a new era.

"Our identity as Scarlets is so crucial to our success. It celebrates our independence and our passion as a rugby region and we hope will continue to project the Scarlets name and its home in Llanelli on the world stage.

In addition to the new name, the Scarlets have announced that they will honour the region's celebrated legends in key parts of the ground.

• The main partners lounge will be named: The CARWYN JAMES sponsors lounge
• The Debentures lounge will be named: The PHIL BENNETT lounge
• The Business Club lounge will be named: The QUINNELL lounge (in tribute to the whole rugby family)
• The Museum will be named The KEN JONES Museum
• The public house in the south stand/ground floor will be called 'THE DELME THOMAS'

True to its traditions, Parc y Scarlets will be one of only very few stadia that will allow children to come onto the pitch after matches to celebrate with their heroes. And the new West stand will be dedicated to families wanting to enjoy the game.