The rise of stadium naming rights deals in US Sports - interview with Richard Brand, Arent Fox - Episode 38

Published 19 October 2016 | Authored by: Sean Cottrell


Naming rights are not just for national leagues – now college teams, training facilities, and local stadiums are considering selling these rights.

In this podcast Rich Brand, a leading sports lawyer at Arent Fox, answers questions about working on naming rights deals including:

  • Where and when should lawyers be involved in the process of putting together a naming rights deal?
  • What are the common legal issues that arise in stadium naming rights deals?
  • What are common problems of working on stadium naming rights deal?
  • Is there a difference to naming rights deals for NCAA stadiums compared to the Major Leagues?
  • What do you see as the trends with regards to stadium naming rights?

Rich has worked on deals including:

  • NBA’s LA Lakers, advising in naming rights deal with UCLA Health for new practice facility.
  • NFL’s Miami Dolphins, advising the club on an 18-year stadium naming rights agreement with Hard Rock International.
  • Inova Health System, advising them on a multi-year naming rights and sponsorship transaction with the NFL’s Washington Redskins.
  • Mercedes-Benz in a naming rights and sponsorship transaction with the NFL’s Atlanta Falcons and Major League Soccer's Atlanta United FC for Atlanta's new iconic stadium that is slated to open in 2017—the largest marketing deal in Mercedes-Benz history.
  • Golden 1 Credit Union in the historic naming rights partnership agreement with the NBA’s Sacramento Kings.
  • NFL’s San Francisco 49ers in a naming rights and sponsorship transaction with Levi Strauss & Co.
  • NBA’s Brooklyn Nets in connection with the team’s new multi-million dollar training facility.

You can follow us on Twitter @LawInSport. You can also follow the host Sean Cottrell on Twitter at @spcott.

It can be listened to on Soundcloud, iTunes or most Android podcast apps.



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About the Author

Sean Cottrell

Sean Cottrell

Sean is the founder and CEO of LawInSport. Founded in 2010, LawInSport has become the "go to sports law website" for sports lawyers and sports executives across the world.

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