Naming rights: how stadium naming deals work, and who’s buying
Naming rights are the right a company buys to put its name on a stadium, arena, field or event for a set number of years. The contract sets how long the name stays, what the sponsor pays and when, and what comes with the name, such as field or club naming, suites and marketing rights.
This guide from SponsorFlo’s Deal Tracker explains how stadium naming rights are structured, lists notable naming-rights deals with the announcement behind each one, and shows the newest deals as they’re announced.
Reviewed by Jeff McDowell, Founder & CEO · Sources: SponsorFlo Deal Tracker and the announcements linked on this page
- naming-rights deals in the Deal Tracker, Oct 6, 2026
- 147
- SponsorFlo analyses on this topic
- 21
What are naming rights?
Naming rights let a sponsor rename a venue, a part of one, or an event after its brand for the length of the contract. When AEG renamed STAPLES Center in Los Angeles as Crypto.com Arena, it announced a 20-year naming-rights agreement (AEG, Nov 16, 2021).
The name changes again when a deal ends or a new buyer arrives. Philadelphia’s Wells Fargo Center became Xfinity Mobile Arena on September 1, 2025, under a name that runs through the 2030-31 season (Comcast Spectacor, May 6, 2025). Naming rights also cover parts of a venue, such as the field, a club level or the video board, which can be sold with the building’s name or on their own.
How are naming-rights deals structured?
A naming-rights deal sets a term, a payment schedule and the rights that come with the name. Florida International University’s board approved naming FIU Stadium “Pitbull Stadium” for an initial five years, August 2024 to August 2029, for $6,000,000 paid in annual installments of $1,200,000, with an option to renew for five more years (FIU Board of Trustees, Aug 6, 2024).
The same FIU agreement shows what typically comes with the name. It includes the naming or sponsorship of component spaces such as the field, the stadium club and the video board, two reserved football suites, use of the stadium for events, and a right of first negotiation to renew, per the board agenda of August 6, 2024. The agenda notes that Florida’s Board of Governors requires a university’s trustees to approve the naming of any university facility, which is why the terms are public.
How much do stadium naming rights cost?
Stadium naming rights cost whatever the buyer and venue agree, and most deals don’t disclose the amount; public universities are the main exception, because their deals need board approval. The University of Arizona announced a 20-year naming-rights agreement with Casino Del Sol for Arizona Stadium valued at more than $60 million (Arizona Athletics, Nov 17, 2025). The University at Buffalo announced a Broadview Federal Credit Union agreement valued at $31.75 million over 15 years (University at Buffalo, Mar 11, 2026).
The latest deals below show each value the way the Deal Tracker records it: the disclosed total, or a SponsorFlo estimate marked ~ when the amount wasn’t disclosed. To price your own venue or field, the sponsorship pricing guide walks through it.
Notable stadium and arena naming-rights deals
These are notable naming-rights deals in the NFL, NBA, NHL, MLS, college sports and European football, each linked to the team’s, school’s, venue’s or sponsor’s own announcement, newest first. It is a selection, not every naming-rights deal; the Deal Tracker below lists more.
| Team or venue | Sponsor | Deal | Announced |
|---|---|---|---|
| AT&T Stadium (Dallas Cowboys)Partnership extension that keeps the AT&T name on the stadiumAT&T, Sep 18, 2026 | AT&T | Partnership extension that keeps the AT&T name on the stadium | AT&T, Sep 18, 2026 |
| Bank of America Stadium (Carolina Panthers)Long-term naming-rights extensionBank of America, Jul 23, 2026 | Bank of America | Long-term naming-rights extension | Bank of America, Jul 23, 2026 |
| CEPAC Vélodrome (Olympique de Marseille)Seven-year stadium naming rightsGroupe BPCE, Jul 23, 2026 | Caisse d’Epargne CEPACOur analysis | Seven-year stadium naming rights | Groupe BPCE, Jul 23, 2026 |
| Galaxy Stadium (Texas Tech)15-year football stadium naming rightsTexas Tech Athletics, Jul 17, 2026 | Galaxy | 15-year football stadium naming rights | Texas Tech Athletics, Jul 17, 2026 |
| CommunityAmerica Razorback Stadium (Arkansas)Stadium naming rights from the 2027 seasonArkansas Razorbacks, Jun 24, 2026 | CommunityAmerica Credit Union | Stadium naming rights from the 2027 season | Arkansas Razorbacks, Jun 24, 2026 |
| Michie Stadium (Army West Point)“Michie Stadium preserved by USAA” designationArmy West Point Athletics, Jun 11, 2026 | USAA | “Michie Stadium preserved by USAA” designation | Army West Point Athletics, Jun 11, 2026 |
| McDonald’s Park (Chicago Fire FC, opening 2028)Long-term stadium naming rightsRelated Midwest, May 13, 2026 | McDonald’s | Long-term stadium naming rights | Related Midwest, May 13, 2026 |
| Aramco Stadium (Al Khobar)Venue naming rights in an AFC Asian Cup 2027 partnershipAsian Football Confederation, May 6, 2026 | AramcoOur analysis | Venue naming rights in an AFC Asian Cup 2027 partnership | Asian Football Confederation, May 6, 2026 |
| Broadview Stadium, Arena and Village (University at Buffalo)15-year naming rights for three venuesUniversity at Buffalo, Mar 11, 2026 | Broadview Federal Credit UnionOur analysis | 15-year naming rights for three venues | University at Buffalo, Mar 11, 2026 |
| Casino Del Sol Stadium (Arizona)20-year stadium naming rightsArizona Athletics, Nov 17, 2025 | Casino Del Sol | 20-year stadium naming rights | Arizona Athletics, Nov 17, 2025 |
| Xfinity Mobile Arena (Flyers and 76ers)Renamed from Wells Fargo Center, through the 2030-31 seasonComcast Spectacor, May 6, 2025 | Xfinity Mobile | Renamed from Wells Fargo Center, through the 2030-31 season | Comcast Spectacor, May 6, 2025 |
| Hill Dickinson Stadium (Everton)Long-term naming rights for the new stadiumHill Dickinson, May 16, 2025 | Hill Dickinson | Long-term naming rights for the new stadium | Hill Dickinson, May 16, 2025 |
| Strawberry Arena (Stockholm)Renamed from Friends Arena in July 2024Strawberry, Jan 17, 2024 | StrawberryOur analysis | Renamed from Friends Arena in July 2024 | Strawberry, Jan 17, 2024 |
| Nissan Stadium (Tennessee Titans’ new stadium)20-year naming rights for the new stadiumTennessee Titans, Nov 17, 2023 | Nissan | 20-year naming rights for the new stadium | Tennessee Titans, Nov 17, 2023 |
| Highmark Stadium (Buffalo Bills’ new stadium)Naming rights for the new stadiumBuffalo Bills, Jun 5, 2023 | Highmark Blue Cross Blue ShieldOur analysis | Naming rights for the new stadium | Buffalo Bills, Jun 5, 2023 |
| Crypto.com Arena (formerly Staples Center)20-year arena naming rightsAEG, Nov 16, 2021 | Crypto.comOur analysis | 20-year arena naming rights | AEG, Nov 16, 2021 |
| Jersey Mike’s Arena (Rutgers)Multi-year arena naming rightsRutgers Athletics, Nov 3, 2021 | Jersey Mike’s | Multi-year arena naming rights | Rutgers Athletics, Nov 3, 2021 |
| Intuit Dome (LA Clippers)Arena naming rights in a 23-year partnershipIntuit, Sep 17, 2021 | Intuit | Arena naming rights in a 23-year partnership | Intuit, Sep 17, 2021 |
| SoFi Stadium (Rams and Chargers)20-year stadium naming rightsSoFi, Sep 15, 2019 | SoFi | 20-year stadium naming rights | SoFi, Sep 15, 2019 |
The latest naming-rights deals
The 20 most recent naming-rights deals in the SponsorFlo Deal Tracker as of Oct 6, 2026, newest first. Values marked ~ are SponsorFlo estimates where the amount wasn’t disclosed; the rest are the disclosed totals.
| Brand | Team, venue or event | Value | Announced | Read more |
|---|---|---|---|---|
| BartercardOdsal StadiumOct 2, 2026 | Odsal Stadium | ~$400K | Oct 2, 2026 | Source |
| First Community Credit UnionRice StadiumOct 1, 2026 | Rice Stadium | ~$20.0M | Oct 1, 2026 | Source |
| DatabricksCalifornia Memorial StadiumSep 24, 2026 | California Memorial Stadium | ~$3.0M | Sep 24, 2026 | Source |
| Altra Federal Credit UnionRochester Sports ComplexSep 21, 2026 | Rochester Sports Complex | ~$2.5M | Sep 21, 2026 | Source |
| Furness Building SocietyBarrow AFCSep 19, 2026 | Barrow AFC | ~$200K | Sep 19, 2026 | Source |
| AT&TDallas CowboysSep 18, 2026 | Dallas Cowboys | ~$200.0M | Sep 18, 2026 | Source |
| Simply Log CabinsPenistone Church FCSep 11, 2026 | Penistone Church FC | ~$15K | Sep 11, 2026 | Source |
| SalomonIronmanSep 11, 2026 | Ironman | Undisclosed | Sep 11, 2026 | Source |
| DatabricksCal BerkeleySep 1, 2026 | Cal Berkeley | $22.8M | Sep 1, 2026 | Source |
| Mendez Isaac JoudiUTEP AthleticsSep 1, 2026 | UTEP Athletics | ~$500K | Sep 1, 2026 | Source |
| Red BullTriple Eight RacingAug 21, 2026 | Triple Eight Racing | ~$9.0M | Aug 21, 2026 | Source |
| SPORTAStevenage FCAug 20, 2026 | Stevenage FC | ~$300K | Aug 20, 2026 | Source |
| PKN OrlenNational Stadium WarsawAug 19, 2026 | National Stadium Warsaw | Undisclosed | Aug 19, 2026 | Source |
| Axle LogisticsThompson-Boling ArenaAug 18, 2026 | Thompson-Boling Arena | ~$3.0M | Aug 18, 2026 | Source |
| Food CityThompson-Boling ArenaAug 18, 2026 | Thompson-Boling Arena | $20.0M | Aug 18, 2026 | Source |
| Capital OneCapital One ArenaAug 11, 2026 | Capital One Arena | ~$120.0M | Aug 11, 2026 | Source |
| b1BANKULM Fant ColiseumAug 10, 2026 | ULM Fant Coliseum | ~$250K | Aug 10, 2026 | Source |
| VodafoneAl AhlyAug 5, 2026 | Al Ahly | ~$15.0M | Aug 5, 2026 | Source |
| Dynamite CompetitionsHaverfordwest County AFCAug 5, 2026 | Haverfordwest County AFC | ~$100K | Aug 5, 2026 | Source |
| DICK'S Sporting GoodsEast Cobb ComplexAug 4, 2026 | East Cobb Complex | ~$500K | Aug 4, 2026 | Source |
Every deal type, with filters and search, is on the Deal Tracker.
Naming-rights deals SponsorFlo has analyzed
SponsorFlo’s 21 analyses of naming-rights deals, newest first. New posts on the topic appear here when they publish.
- Visible's Rutgers End-Zone Deal Reveals Verizon's Sub-Brand PlaybookSep 20, 2026Verizon's budget wireless brand Visible debuts back-of-end-zone branding at Rutgers' SHI Stadium today, signaling a sophisticated sub-brand sponsorship strategy that every multi-brand company — and every college athletics department — should be studying closely.Read the analysis
- EFL Trophy's $6.5M US Fast-Food Deal Signals a Sponsorship Arbitrage EraSep 16, 2026An American fast-food chain is closing in on a five-year, £5 million naming rights deal for the EFL Trophy — and it reveals a transatlantic sponsorship arbitrage that should have every brand strategist rethinking where they deploy capital in English football.Read the analysis
- Strawberry Arena's Naming Rights Deal: What a 2-Year Delay Reveals About Stadium SponsorshipAug 15, 2026Stockholm's Nationalarenan has officially activated its Strawberry Arena naming rights this August 2026, more than two years after the deal was announced — and the 30-month gap between signature and signage reveals more about the future of arena sponsorship than the deal itself.Read the analysis
- Strawberry Arena Deal: Why Hotel Brands Are Buying Stadium NamesAug 12, 2026Norwegian hotel brand Strawberry's naming rights deal for Sweden's national stadium marks a seismic category shift in who buys stadium names. Here's why hospitality brands are structurally advantaged in naming rights — and which industries will follow.Read the analysis
- Buffalo Bills' $2B Stadium Deal Rewrites NFL Naming Rights MathAug 8, 2026The Buffalo Bills' new stadium has blown past $2 billion in total costs, creating a cost escalation cascade that will reshape NFL stadium naming rights valuations and force every sponsorship professional to recalibrate their deal math.Read the analysis
- Packers Naming Rights Strategy: What the Emplify Health Deal Teaches Every FranchiseJul 26, 2026The Packers' July 25 announcement of Emplify Health Field at Titletown reveals a sophisticated 'protect the core, monetize the periphery' sponsorship strategy that could reshape how NFL teams balance heritage with revenue. Here's what it means for every franchise and brand in professional sports.Read the analysis
- KC Sofas Stadium Naming Rights Deal Rewrites the Local Sponsorship PlaybookJul 10, 2026KC Sofas' stadium naming rights deal with Worksop Town, announced July 10, 2026, reveals how regional brands are building sophisticated multi-club sponsorship portfolios that rival enterprise strategies — at a fraction of the cost.Read the analysis
- OM's CEPAC Vélodrome Deal: What French Football's Rarest Sponsorship Tells UsJun 27, 2026Olympique de Marseille's CEPAC Vélodrome naming rights deal, announced June 26 amid active UEFA and DNCG financial probes, breaks one of French football's last commercial taboos — and signals a wave of Ligue 1 naming rights activity to come.Read the analysis
- Citi Field's $400M Naming Rights Extension Resets Stadium Deal MathJun 7, 2026Citi Field's naming rights extension to a potential 40-year commitment with Citigroup resets how the industry should think about ultra-long-term venue sponsorship. The mutual option structure, hidden valuation layers, and brand infrastructure implications deserve far more analysis than the headline number.Read the analysis
- Crypto.com Arena's $700M Naming Rights Deal: What It Still Teaches Us in 2026May 21, 2026The Crypto.com Arena's $700M naming rights deal remains unbroken in 2026 — and understanding why that ceiling persists reveals more about the market than any new deal could. Here's what sponsorship professionals negotiating venue partnerships today need to know.Read the analysis
- Cinch County Ground: What Cricket's 148-Year Naming Rights Holdout Tells UsMay 11, 2026Northamptonshire County Cricket Club just sold its stadium naming rights for the first time in 148 years — and the cinch County Ground deal is about to trigger a wave of county cricket naming rights partnerships that will reshape the sport's commercial model.Read the analysis
- Aramco's AFC Asian Cup 2027 Deal Rewrites the Sponsorship Playbook for Asian FootballMay 9, 2026Aramco's groundbreaking AFC Asian Cup 2027 deal — combining global supporter status with the tournament's first-ever stadium naming rights — signals a fundamental shift in how Asian football properties are commercialized. Here's what it means for brands, properties, and the future of continental sponsorship structures.Read the analysis
- Broadview Buys UB’s Stadium DistrictApr 27, 2026Read the analysis
- The Pit – Powered by Nusenda Sets a New Naming-Rights BlueprintFeb 26, 2026UNM’s deal with Nusenda gives the Lobos predictable revenue, community programming, and a hybrid naming model other schools can copy.Read the analysis
- Aflac Bets Big on Atlanta’s NWSL LaunchFeb 25, 2026Aflac’s seven-year front-of-kit deal with Atlanta’s 2028 NWSL club sets a new benchmark and shows how AMBSE plans to monetize women’s soccer from day one.Read the analysis
- CVS Health Makes Major Play in Women's Soccer with NWSL and Seattle Reign DealsFeb 20, 2026CVS Health makes a major play in women's soccer with simultaneous NWSL league and Seattle Reign deals, including CVS Health Pitch naming rights.Read the analysis
- The Bears' $5B Stadium Saga: What Indiana's Bid Means for Sports Facility SponsorshipFeb 20, 2026The Chicago Bears may build a $5B stadium in Indiana. The cross-state bidding war has massive implications for naming rights and facility sponsorship valuations.Read the analysis
- The Quiet Asset Nobody Talks About: Practice Facility Naming RightsFeb 15, 2026Practice facilities command hundreds of millions in naming rights — with year-round exposure and player association. Why they might be the smartest buy in sponsorship.Read the analysis
- Stadium Names Keep Changing — Here’s the Business Behind ItFeb 15, 2026Why companies pay tens of millions annually for stadium naming rights, how valuations work, and when naming rights make sense — or don’t.Read the analysis
- The Corporate Card Wars Are Playing Out on Stadium ScreensFeb 15, 2026Ramp, Brex, Amex, and Capital One are fighting for sports sponsorship real estate. B2B fintech sees stadiums as high-value customer acquisition channels.Read the analysis
- Arizona's $27.7M ALKEME Arena Deal: What College Athletics Can Learn About Naming Rights ValuationFeb 12, 2026Arizona Athletics just signed the largest publicly known naming rights deal in college athletics — $27.7 million over 15 years with ALKEME Insurance. Here is what every sponsorship professional can learn from the deal structure, valuation methodology, and market implications.Read the analysis
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