SBJ/September 19-25, 2011/In Depth

Naming rights deals

Largest naming-rights deals

Top 20 major league stadium deals

Stadium City Sponsor Price No. of years Avg. annual value Expiration year
Farmers Field* Los Angeles Farmers Insurance $600 million 30 $20.0 million TBD
MetLife Stadium East Rutherford, N.J. Metropolitan Life Insurance $425 million-$625 million 25 $17 million-$20 million 2036
Citi Field Queens, N.Y. Citigroup $400 million 20 $20.0 million 2028
Reliant Stadium** Houston Reliant Energy $310 million 31 $10.0 million 2032
Gillette Stadium^ Foxboro, Mass. Gillette $240 million 15 $8.0 million 2031
FedEx Field Landover, Md. FedEx $205 million 27 $7.59 million 2025
Minute Maid Park Houston Coca-Cola Co. $178 million 28 $6.36 million 2029
University of Phoenix Stadium Glendale, Ariz. Apollo Group $154.5 million 20 $7.72 million 2026
Bank of America Stadium Charlotte Bank of America $140 million 20 $7.0 million 2023
Lincoln Financial Field Philadelphia Lincoln National $139.6 million 20 $6.98 million 2022
Lucas Oil Stadium Indianapolis Lucas Oil Products $121.5 million 20 $6.07 million 2027
Citizens Bank Park Philadelphia Citizens Bank $95 million 25 $3.8 million 2029
M&T Bank Field Baltimore M&T Bank $79 million 15 $5.0 million 2017
Great American Ball Park Cincinnati Great American Insurance $75 million 30 $2.5 million 2032
Home Depot Center Carson, Calif. Home Depot $70 million 10 $7.0 million 2013
U.S. Cellular Field Chicago U.S. Cellular $68 million 23 $2.96 million 2025
Chase Field Phoenix JPMorgan Chase $66.4 million 30 $2.2 million 2028
Comerica Park Detroit Comerica Bank $66 million 30 $2.2 million 2030
Petco Park San Diego Petco $60 million 22 $2.73 million 2025
Sports Authority Field at Mile High Denver Sports Authority $60 million 10 $6.0 million 2035
CenturyLink Field Seattle CenturyLink $60 million-$100 million 15-20 $4.0 million-$5.0 million 2019-2024

Notes: Naming-rights partners may have additional deals that call for additional guaranteed spending that may or may not run in conjunction with the naming-rights contract. Those values are not included here. Excludes venues with a corporate name but whose naming-rights deal has expired. Facilities are home to teams of MLB, NFL and MLS teams.
* Proposed NFL stadium
** Reliant has the naming rights to the entire Reliant Park, which also includes Reliant Arena.
^ Includes 15-year extension signed in 2010
Source: SportsBusiness Journal research

Top 20 major league arena deals

Arena City Sponsor Price No. of years Avg. annual value Expiration year
Barclays Center* Brooklyn, N.Y. Barclays PLC $200 million 20 $10.0 million 2032
American Airlines Center Dallas American Airlines $195 million 30 $6.5 million 2030
Philips Arena Atlanta Royal Philips Electronics $185 million 20 $9.25 million 2019
Nationwide Arena Columbus Nationwide Insurance $135 million ** Indefinite NA Indefinite
TD Garden Boston TD Bank $119.1 million 20 $5.95 million 2025
Staples Center Los Angeles Staples $116 million^ 20 $5.8 million NA
Prudential Center Newark, N.J. Prudential Financial $105.3 million 20 $5.26 million 2027
Toyota Center Houston Toyota Motor Sales USA, Gulf States Toyota, Houston Toyota Dealers Association $95 million 20 $4.75 million 2023
FedEx Forum Memphis FedEx $90 million 22 $4.09 million 2024
Consol Energy Center Pittsburgh Consol Energy $84 million-$105 million 21 $4.0 million-$5.0 million 2031
RBC Center Raleigh RBC Centura Banks $80 million 20 $4.0 million 2022
Xcel Energy Center St. Paul, Minn. Xcel Energy $75 million 25 $3.0 million 2024
Pepsi Center Denver PepsiCo. $68 million 20 $3.4 million 2019
Bell Centre Montreal BCE Inc. $63.94 million 20 $3.2 million 2023
Honda Center Anaheim American Honda Motor Co. $60.45 million 15 $4.03 million 2020
HP Pavilion at San Jose San Jose Hewlett-Packard $47 million 15 $3.13 million 2016
Verizon Center Washington, D.C. Verizon Communications $44 million 20 $2.2 million 2017
AmericanAirlines Arena Miami American Airlines $42 million 20 $2.1 million 2019
AT&T Center San Antonio AT&T $41 million 20 $2.05 million 2022
Amway Arena Orlando Amway Global $40 million 10 $4.0 million 2020
Conseco Fieldhouse Indianapolis Conseco $40 million 20 $2.0 million 2019
Wells Fargo Center Philadelphia Wachovia $40 million 29 $1.38 million 2023

Notes: All figures are in U.S. dollars. Naming-rights partners may have additional deals that call for additional guaranteed spending that may or may not run in conjunction with the naming-rights contract. These values are not included here. Excludes arenas with a corporate name but whose naming-rights deal has expired. Facilities are home to teams of the NBA, NHL and WNBA.
NA: Not available or not applicable
* Facility is under construction.
** Price includes Nationwide privately financing 90 percent of the facility’s construction costs. As part of the deal, the company is the majority owner of the venue and secured naming rights to the venue indefinitely.
^ Signed a lifetime extension in October 2009. Terms listed are for the original deal that began in 1999 and was scheduled to run through 2019.
Source: SportsBusiness Journal research

Top 10 college deals

Facility School Sponsor Price No. of years Avg. annual value Expiration Year
Save Mart Center* Fresno State University Save Mart Supermarkets $40 million 20 $2 million 2023
TCF Bank Stadium University of Minnesota TCF Bank $35 million 25 $1.4 million 2034
Comcast Center University of Maryland Comcast Corp. $25 million** 25 $1 million 2026
Apogee Stadium University of North Texas Apogee $20 million 20 $1 million 2030
AT&T Stadium Texas Tech University AT&T $20 million 25 $800,000 2019
Chevy Chase Bank Field at Byrd Stadium University of Maryland Chevy Chase Bank $20 million 25 $800,000 2030
Bright House Stadium University of Central Florida Bright House Networks $15 million 15 $1 million 2022
Summa Field at InfoCision Stadium University of Akron InfoCision Management Corp.; Summas Health System $15 million 20 $750,000 2029
TD Ameritrade Park^ Creighton University/College World Series TD Ameritrade $15 million 20 $750,000 2030
Papa John’s Cardinal Stadium University of Louisville Papa John’s $15 million 32 $468,750 2040

* PepsiCo acquired naming rights to the venue as part of a 23-year, $40 million sponsorship — the first three years of which came while the arena was under construction — but passed the rights to Modesto, Calif.-based Save Mart Supermarkets while retaining campuswide pouring rights. Save Mart declined to disclose its contribution for the naming-rights portion of the deal.
** To be paid over 10 years. Additional cost of $5 million included for logo rights to the basketball floor by Comcast.
^ City-owned
Source: SportsBusiness Journal research

Top 10 minor league stadium deals

Facility City Sponsor Price No. of years Avg. annual value Expiration year
Chukchansi Park Fresno, Calif. Chukchansi Gold Resort & Casino $16.0 million 15 $1,066,667 2021
Raley Field Sacramento Raley’s Inc. $15.0 million 20 $750,000 2019
Huntington Park Columbus Huntington Bancshares $12.0 million 23 $521,739 2030
Fifth Third Field Dayton, Ohio Fifth Third Bancorp $6.5 million 20 $325,000 2019
Campbell’s Field* Camden, N.J. Campbell Soup Co. $6.0 million 20 $300,000 2020
MCU Park Brooklyn, N.Y. Municipal Credit Union $5.5 million 11 $500,000 2020
Fifth Third Field Toledo, Ohio Fifth Third Bancorp $5.0 million 15 $333,333 2016
Oneok Field Tulsa, Okla. Oneok $5.0 million 20 $250,000 2029
FirstEnergy Park Lakewood, N.J. FirstEnergy Corp. $4.8 million 20 $240,000 2020
AutoZone Park Memphis AutoZone $4.3 million 25 $172,000 2024

* Owned by Rutgers University-Camden and serves as home field to the school’s baseball team, but the Atlantic League (Independent) Camden (N.J.) Riversharks is considered the primary tenant and operator, and is responsible for all stadium expenses and revenue.

Top 10 minor league arena deals

Facility City Sponsor Price No. of years Avg. annual value Expiration year
CenturyLink Center Omaha* Omaha, Neb. CenturyLink $14.0 million 15 $933,333 2018
KFC Yum! Center* Louisville, Ky. Yum! Brands $13.5 million 10 $1.35 million 2020
Wells Fargo Arena Des Moines, Iowa Wells Fargo $11.5 million 20 $575,000 2025
Verizon Wireless Arena Manchester, N.H. Verizon Wireless $11.4 million 15 $760,000 2016
Sears Centre Hoffman Estates, Ill. Sears Roebuck & Co. $10.0 million 10 $1.0 million 2016
Sovereign Center Reading, Pa. Sovereign Bancorp $9.0 million 30 $300,000 2030
Intrust Bank Arena Wichita, Kansas Intrust Bank $8.75 million 25 $350,000 2034
Alerus Center* Grand Forks, N.D. Alerus Financial $7.2 million 20 $360,000 2020
Germain Arena Estero, Fla. Germain Motor Co. $7.0 million 20 $350,000 2018
Verizon Arena North Little Rock, Ark. Verizon Wireless $6.0 million 20 $300,000 2019

* City-owned with a college tenant
Source: SportsBusiness Journal research

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