Stadium Naming Rights Report

Analysis of the major sponsorship stadium naming rights in North America and Europe, including a breakdown of the top 50 active deals.

BUY NOW - £495



With the current value of naming rights sponsorships across the top five soccer leagues in Europe and the five North American major leagues approximately totalling $823m – from 147 deals – it is certainly a sponsorship category with potential.

This report provides data-led overviews of the 30 most valuable deals in North America, followed by the 20 most valuable deals in Europe, and the market comparisons across the two regions. Plus, sector and brand overviews, along with general stadium data points, provide even more context on stadium naming rights sponsorship.


Download Executive Summary


Market Overview

  • North America vs Europe deal and value comparison
  • Sponsor sector breakdown in both markets
  • Stats on each regions’ key stadia


North America

  • Annual values of naming rights sponsorship in the 5 major leagues
  • Key stadium stats and information
  • Deal cards for the top 30 most valuable stadium naming rights deals, including values



  • Annual values of naming rights sponsorship in the top 5 soccer leagues
  • Key stadium stats and information
  • Deal cards for the top 20 most valuable stadium naming rights deals, including values


  • Find out which major league generates the most revenue from stadium naming rights and which sponsor sectors contribute to this.
  • Understand what proportion of deals values are from naming rights of stadiums in Europe vs. North America.
  • Discover which sponsor sector is the most invested in stadium naming rights deals, with 61 deals, and how where these deals are located.
  • Learn how and why the evolution of new naming rights agreements deals being signed is affected by the volatility of the North American market in recent years.
  • Among the case studies, find out how Covid-19 affected the European market for stadium naming rights.


Brands and sponsors who want to know and benchmark the price of sponsorship and find opportunities to promote their brand through sponsorship of some of the biggest stadiums in the world.

Rights holders that want to know which brands are spending and where so that they can compare sales performance against their peers and spot areas for growth in their own portfolio.

Agencies who need a comprehensive accurate and independent resource to stay on top of stadium naming rights deals for their clients across the biggest markets in the world.


Data from SportBusiness Sponsorship

What a subscription to SportBusiness Sponsorship includes:

  • Case studies help you identify best practice in sponsorship activation
  • Data snapshots help you understand the landscape around key sponsorship market, territories and sports
  • The deals database lets you keep on top of what rights-holders and brands are doing and compare your portfolio against those of your peers
  • Daily news keeps you up to date with the latest developments
  • Key deal stories keep you abreast of competitor activity