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Naming Rights & Sponsorships

Smart In Your World
ArentFox Schiff’s nationally recognized sports practice has decades of experience advising clients in connection with high-profile naming rights and sponsorship transactions. Our attorneys advise clients on both sides of naming rights and sponsorship transactions, bringing in-depth industry knowledge to facilitate negotiations.

Our naming rights and sponsorships practice is among the most active practices in the nation, advising on major transactions coast-to-coast. We have negotiated a number of historic deals, ranging from counseling Brooklyn Arena, LLC and the then-New Jersey Nets in connection with the Barclays Center naming rights transaction, the largest arena naming rights and team sponsorship transaction in the history of sports and entertainment at the time, to recent headline-grabbing agreements such as a groundbreaking twenty-year naming rights and sponsorship transaction with SoFi that makes the digital personal finance company the exclusive naming rights sponsor of SoFi Stadium, the home of the Los Angeles Chargers and the Los Angeles Rams, as well as representing Amazon in a naming rights transaction for the “Climate Pledge Arena,” the home of Seattle’s new NHL team, the Seattle Kraken and the WNBA’s Seattle Storm, which is expected to be the first net zero carbon certified arena in the world and set a new sustainability bar for the sports and events industry.

Our Work

  • Credit Karma: Representation of Credit Karma in a multi-year jersey patch sponsorship transaction with the Houston Rockets, which includes substantial in-arena and online presence and support of team community engagement efforts, along with Credit Karma Money becoming the presenting partner of the Rockets’ “First Shot” pre-game program.
  • SoFi Stadium: Representation of SoFi Stadium and Hollywood Park:
    • In a ground-breaking twenty-year naming rights and sponsorship transaction with SoFi that made the digital personal finance company the exclusive naming rights sponsor of SoFi Stadium, the home of the Los Angeles Chargers and the Los Angeles Rams, and the official partner of each of the teams as well as a partner of the performance venue and surrounding entertainment district;
    • In a ten-year naming rights transaction with YouTube for “YouTube Theater,” a 6,000-seat performance venue at the Hollywood Park sports and entertainment complex;
    • In a multi-year partnership for Google Cloud to power SoFi Stadium and Hollywood Park’s digital innovation experiences; and
    • In all major sponsorship transactions for SoFi Stadium.
  • PayPal Park: Representation of the San Jose Earthquakes in a stadium naming rights and sponsorship transaction with PayPal Holdings Inc. 
  • Geodis Park: Representation of global supply chain operator GEODIS Logistics in its stadium naming rights and sponsorship agreement with Nashville Soccer Club for its new 30,000- seat stadium, the largest soccer-specific stadium in the US and Canada.
  • Board of Trustees of the California State University (on behalf of its San Diego State University Campus): Representation of the Board of Trustees of the California State University, on behalf of its San Diego State University campus, in connection with all sponsorship transactions relating to the new multi-purpose sports and entertainment venue currently under construction on the San Diego State University (“SDSU”) Mission Valley site in San Diego, California, which, once completed, will serve as the home venue for SDSU’s men’s intercollegiate football team and other SDSU intercollegiate National Collegiate Athletic Association teams. 
  • Lower.com Field: Representation of the Columbus Crew SC in a stadium naming rights and sponsorship transaction with fintech company Lower for Crew SC’s new downtown stadium.
  • United Airlines Field at the Los Angeles Memorial Coliseum: Representation of Fox Sports and the University of Southern California in a naming rights transaction in connection with the Los Angeles Memorial Coliseum.
  • CrossCountry Mortgage Campus: Representation of the Cleveland Browns in a naming rights and sponsorship transaction with CrossCountry Mortgage for the Browns training center in Cleveland’s Superior Arts District.
  • Snapdragon Stadium: Representation of the Board of Trustees of the California State University, on behalf of its San Diego State University campus, in a multi-year naming rights and sponsorship transaction with Snapdragon (a suite of chip semiconductor products designed and marketed by Qualcomm Industries Inc.) that makes Snapdragon the exclusive naming rights partner of Snapdragon Stadium and an Official Partner of SDSU Athletics.
  • TQL Stadium: Representation of Total Quality Logistics in a multi-year naming rights transaction with FC Cincinnati for “TQL Stadium,” a state-of-the-art venue that is one of the largest soccer-specific facilities in Major League Soccer and is the home field for the FC Cincinnati MLS team. 
  • Climate Pledge Arena: Representation of Amazon in a naming rights transaction for the “Climate Pledge Arena,” the new home of Seattle’s NHL team, the Seattle Kraken, and the WNBA’s Seattle Storm, which is the first net zero carbon certified arena in the world and sets a new sustainability bar for the sports and events industry.
  • Q2 Stadium: Representation of Q2 Holdings in a naming rights transaction with Austin FC for “Q2 Stadium,” a multi-purpose venue and the latest soccer-specific stadium in Major League Soccer and the first and only major league venue in Austin.
  • Rakuten: Representation of Rakuten in a multi-year partnership with the Golden State Warriors and the National Basketball Association that placed the company’s logo on all of the team’s regular, practice, post-season, and Summer League uniforms and retail jerseys, as well as named the team’s practice facility in Oakland. Rakuten also became the team’s exclusive official partner for e-commerce, instant messaging, and internet calling, among other designations.
  • Dickies Arena: Representation of Williamson- Dickie Manufacturing Co. in an arena naming rights transaction with the City of Fort Worth.
  • Intel: Representation of Intel in connection with various sports rights transactions, including its worldwide partnership agreement with the International Olympic Committee and promotional rights agreement with the National Football League.
  • Salesforce Transit Center: Representation of the Transbay Joint Powers Authority in a naming rights transaction with Salesforce.
  • Lumen Field (previously known as CenturyLink Field): Representation of the Seattle Seahawks in a stadium naming rights renewal transaction with CenturyLink, Inc., and the subsequent renaming to Lumen Field.
  • Nassau Veterans Memorial Coliseum, presented by New York Community Bank: Representation of Brooklyn Sports & Entertainment in a naming rights transaction for the Nassau Veterans Memorial Coliseum.
  • UCLA Health Training Center: Representation of the Los Angeles Lakers on a long-term partnership with UCLA Health, including naming rights to the Lakers’ practice facility and exclusive UCLA Health in-game health care support.
  • Hard Rock Stadium: Representation of the Miami Dolphins in an 18-year stadium naming rights agreement with Hard Rock International.
  • Inova Sports Performance Center: Representation of Inova Health Care Services in connection with its multi-year training facility and headquarters naming rights and sponsorship transaction with the Washington Football Team.
  • Mercedes-Benz Stadium: Representation of Mercedes Benz in a naming rights and sponsorship transaction with the Atlanta Falcons and Atlanta United FC for Atlanta’s new iconic stadium.
  • Golden 1 Center: Representation of Golden 1 Credit Union in connection with the Golden 1 Center naming rights and sponsorship transaction with the Sacramento Kings, which was reportedly one of the largest naming rights transactions for a single-tenant NBA arena.
  • Levi’s Stadium: Representation of the San Francisco 49ers in a naming rights and sponsorship transaction with Levi Strauss & Co. for Levi’s Stadium in Santa Clara, California.
  • Albertsons Stadium: Representation of Albertsons in connection with its naming rights and corporate sponsorship of the Boise State University football stadium.
  • Barclays Center: Representation of Brooklyn Arena LLC and the Brooklyn Nets in connection with the Barclays Center naming rights transaction, the largest arena naming rights and team sponsorship transaction in the history of sports and entertainment at the time.
  • Moda Center: Representation of the Portland Trail Blazers in connection with the naming rights and team sponsorship transaction for the Moda Center.
  • Spectrum Center: Representation of the Charlotte Hornets in a naming rights and team sponsorship transaction with Time Warner Cable (the predecessor to Spectrum) for the Spectrum Center (previously known as Time Warner Cable Arena) in Charlotte, North Carolina.
  • PPL Park (now Subaru Park): Representation of PPL Energy Plus in connection with the sponsorship of Major League Soccer franchise, Philadelphia Union, as well as the naming rights and sponsorship transaction with PPL Park in Chester, Pennsylvania.
  • Capital One Arena: Representation of the Washington Wizards and DC Arena LP in connection with the initial MCI Center naming rights transaction and the renaming of the MCI Center to Verizon Center (which is currently known as the Capital One Arena).
  • PPL Center: Representation of PPL Services Corporation in connection with the naming rights agreement for the 8,500-seat hockey arena in downtown Allentown, PA, known as PPL Center.