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The American experience with facility naming rights: opportunities for English professional football teams

Negotiation by English soccer teams with corporate sponsors for shirt naming rights is now standard practice but, with the exception of a handful of clubs, the concept has not been extended to stadia. Among US major sports leagues the reverse situation exists in that facility naming rights are standard practice while shirt naming rights are non-existent. Given their prevalence in the US, the deficit balance sheet of most professional football clubs, and the widespread acceptance of shirt naming rights in England, it seems probable that facility naming rights will emerge as a prominent financing tool for teams. This paper describes the evolution of facility naming rights in the US, examines their financial structure and what benefits companies accrue from them, describes the key contractual elements in naming rights contracts and suggests implications for English soccer teams.