Brands and Venue Owners See Rewards, Risks in Naming Deals

Buying the naming rights to a stadium is arguably the most visible—and expensive—form of sports marketing. Naming rights deals generate substantial revenue to help maintain the venue or build a new one.

For the naming brand, the agreements bring unmatched, high-profile exposure. It’s a win-win sponsorship deal for everyone involved—until brand marketing strategies change or legal issues arise.

In this Chicago Daily Law Bulletin article authored by Douglas Masters, managing partner of Loeb & Loeb’s Chicago office, and Advanced Media & Technology partner Seth Rose, the writers highlight the lucrative yet risky nature of stadium naming rights. While these agreements offer notable visibility and significant revenue, they also come with inherent risks, including potential shifts in marketing strategies and legal challenges.