10 Massive Naming Rights Deals That Cost Millions
Securing naming rights has become one of the most reliable ways for professional teams to bring in serious money. It involves long-term contracts that can be worth hundreds of millions over a decade or more. The money helps offset construction costs or pad revenue in years when ticket sales fluctuate. For companies, it’s a visibility play. For teams, it’s guaranteed income in a business where consistency is hard to come by. Let’s go over some of the biggest naming rights deals in sports.
Spotify Camp Nou: $70 Million/Year
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FC Barcelona teamed up with Spotify in 2022. This four-year partnership, reportedly valued at €280 million, saw the iconic Camp Nou rebranded as Spotify Camp Nou. It’s a classic combination of football and music.
Emirates Stadium: $6.25 Million/Year
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Arsenal’s home ground has been known as Emirates Stadium since 2004, thanks to a 15-year naming rights deal with the airline, valued at £100 million. In 2012, this partnership was extended to ensure that the Emirates name remains until 2028. This collaboration has helped the Gunners rake in around $6.25 million annually.
Signal Iduna Park: $12.47 Million/Year
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Massive crowds, roaring chants, and that sea of yellow—Dortmund’s home ground has plenty of personality baked in. Back in 2005, Signal Iduna, a German insurance company, claimed naming rights and later extended the deal through 2031 for around $100 million. It’s a long-running partnership that keeps the corporate name stitched tightly into the club’s legacy.
Riyadh Air Metropolitano: $30 Million/Year
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Riyadh Air landed the naming rights to Atlético’s stadium in 2023 after bringing big money to Madrid and replacing Wanda as the sponsor. The nine-year agreement is reportedly worth a jaw-dropping $30 million annually–one of the most lucrative deals in La Liga. It’s part football, part international branding play, and all about gaining global attention through sport.
BayArena: $32.3 Million/Year
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It’s hard to find a tighter bond between club and sponsor than Bayer Leverkusen and their long-standing partner, Bayer AG. The venue took on the BayArena name in 1998 to combine the team’s roots with the pharmaceutical heavyweight’s brand. This one’s less about flashy rebranding and more about reinforcing a deep corporate connection—clocking in at $32.3 million.
Allianz Arena: $14 Million/Year
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Those glowing panels lighting up Munich’s skyline are part of a massive branding play. Allianz locked in naming rights for $14 million, originally signing on in 2005 and later extending through 2033. Whether it’s red for Bayern or blue for international matches, the venue stays lit in more ways than one.
Mercedes-Benz Stadium: $12 Million/Year
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Atlanta’s flashy, retractable-roof stadium came with a price tag and a sponsorship to match. Mercedes-Benz shelled out $11.5 million per year in a 27-year deal starting in 2017. It’s got NFL and MLS games under one futuristic roof, and the venue doubled as a showroom for engineering coolness and hometown pride—especially with Mercedes’ U.S. HQ parked in Georgia.
Allianz Stadium: $11.21 Million
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You won’t find many naming rights deals in Italy, but Juventus flipped the script in 2017. Allianz stepped in with $11.21 million and secured naming rights through 2030 in an attempt to tie its name to one of the country’s biggest clubs. It’s one of several stadiums bearing the Allianz name, part of a global marketing blitz that’s hard to miss.
BMO Stadium: $10 Million
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Los Angeles has no shortage of stadiums, but when LAFC’s sleek soccer haven opened its doors, BMO wanted in. The Canadian bank signed a 10-year deal reportedly worth $10 million annually. It’s the kind of cross-border branding move that makes sense in a city packed with sports, star power, and serious sponsorship dollars.
Ülker Stadium: $9 Million
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Few snacks scream Turkey louder than Ülker, so when the company inked a naming rights deal in 2015, it stirred up football chatter. The 10-year agreement, worth $90 million, gave Fenerbahçe’s iconic stadium a crunchy corporate touch. It’s a match between sweet branding and one of Istanbul’s most electric match-day experiences.
Gillette Stadium: $6-20 Million
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This was razor-sharp branding on Gillette’s part. The company grabbed naming rights to the New England Patriots’ stadium back in 2002. The deal was extended through 2031 to keep the brand in the spotlight every NFL season. And although specific numbers with regards to the deal are not available, it is estimated to be around $6 million and $20 million.
Groupama Stadium: $6.2 Million
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Insurance and football may sound like a dull combo, but Lyon’s naming rights deal in 2017 made it work. Groupama’s $6.2 million agreement tied their brand to Olympique Lyonnais’ state-of-the-art venue. It’s low-cost exposure with high-stakes visibility every time the whistle blows.
Dignity Health Sports Park: $6 Million
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Healthcare branding doesn’t usually scream sports action, but Dignity Health saw the opportunity in 2019 and took it. Their multi-year deal gave LA Galaxy’s home a wellness-themed identity. At $6 million, the move speaks to a broader push for community health engagement while still hosting thundering goals and MLS drama weekly.