SBD/Issue 96/Facilities & Venues

MLS Union Inks Naming-Rights Deal With PPL Corp. For New Stadium

PPL Corp. Finalizing 10-Year, $20M Naming-
Rights Deal With MLS Union For New Stadium
Pennsylvania-based energy company PPL Corp. is finalizing a 10-year, $20M naming-rights deal with the expansion MLS Philadelphia Union, "some five months before the first match at what will be PPL Park," according to Lefton & Mickle of SPORTSBUSINESS JOURNAL. PPL's deal, which is expected to be unveiled this week, includes "TV and radio advertising, signage positions around the venue and on top of the stadium marquee, along with an 'iconic naming-rights placement' at the main gate." The company also will receive "field-board signs, concourse signage and grassroots, community programs and sponsorship rights with the Delaware Youth Soccer and Eastern Pennsylvania Youth Soccer." The team "initially wanted a 15-year deal, but PPL preferred a shorter, 10-year term." The two sides "discussed PPL becoming a jersey partner, but the jersey had more national appeal and PPL is a regional company." Lefton & Mickle note one of the "most intriguing aspects about this deal is that while it includes a lot of consumer marketing inventory, it is designed to reach business customers." There are "hospitality, events and experiences designed to reach business decision-makers." The Union worked with L.A.-based sales agency Premier Partnership on the deal. One of the "early pitches" was to Coca-Cola, which "turned down the naming rights but will soon be announced as the soft drink sponsor" (SPORTSBUSINESS JOURNAL, 2/1 issue).

MLS NAMING-RIGHTS DEALS
FACILITY
TENANT(S)
YEARS
PRICE
Home Depot Center
Galaxy, Chivas USA
10
$70M
Dick’s Sporting Goods Park
Rapids
20
$30M
Pizza Hut Park FC Dallas
21
$30M
Red Bull Arena Red Bulls
n/a
$30M
BMO Field Toronto FC
10
$23.7M
Rio Tinto Stadium Real Salt Lake
10-15
$15-$20M
Toyota Park Fire
10
$7.5M
ENERGY COMPANY NAMING-RIGHTS DEALS
AT MAJOR LEAGUE FACILITIES
FACILITY
TENANT(S)
YEARS
PRICE
Reliant Stadium
Texans
31
$310M
Consol Energy Center
Penguins
21
$84-$104M
Xcel Energy Center Wild, NLL Swarm
25
$75M
EnergySolutions Arena Jazz
10
n/a
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