MORE THAN JUST A NAME: WHY NAMING IN STADIUMS?
- Lions Football Mag
- Oct 27, 2025
- 3 min read
The world of football is constantly evolving, and with it, the economic models that support clubs. Among the most innovative and controversial strategies, sponsorship of naming rights, commonly referred to as ‘naming’, is an unavoidable topic. Behind this term lies a complex reality that goes far beyond simply putting a name on a stadium.
Naming rights originated in the United States. William Wrigley, a chewing gum entrepreneur and owner of the Chicago Clubs, had the team's baseball stadium renamed ‘Wrigley Field’ in 1926. Schaefer Stadium is an early example of naming rights being sold to a company that did not own the team in question. Former home of the New England Patriots in the NFL, the stadium was renamed in honour of the F. & N. Schaefer brewery in 1971, which paid nearly US$150,000 for the privilege.
A vital source of income
Naming rights represent a significant opportunity for football clubs to generate revenue. By selling the naming rights to their stadium to a company, clubs can benefit from crucial financial support. This revenue can be used to invest in infrastructure, strengthen teams or improve the fan experience. For example, renowned stadiums such as the Allianz Arena in Munich or Camp Nou in Barcelona illustrate how successful partnerships can transform a club's finances.
The major European football leagues and the five major North American leagues have now earned nearly $823 million from a total of 147 naming rights agreements. $730 million comes from North America alone, with the Bundesliga, Ligue 1, Serie A and the Premier League contributing only 11%.
The impact on the club's identity
However, naming also raises profound questions about the identity and heritage of clubs. Supporters are often attached to the history and culture of their team, and changing the name of a stadium can be perceived as a betrayal. The change from ‘Stade de la Beaujoire’ to ‘Stade de la Beaujoire - Louis Fonteneau’ for FC Nantes, for example, sparked heated debate among fans.
Clubs must therefore tread carefully between the need to generate revenue and respect for their traditions. The choice of sponsor names must be carefully considered to avoid upsetting supporters, as a poor choice can lead to negative reactions and expressions of discontent.
A double-edged marketing strategy
Naming rights are not just about revenue, they are also a marketing strategy. For companies, sponsoring a stadium is an effective way to boost their visibility and associate their brand with a collective passion. However, this association can also be risky. If a sponsor is involved in a scandal, the club's image may suffer.
Clubs must therefore choose their partners carefully, ensuring that the company's values are in line with those of the club and its supporters. A partnership with a brand that does not resonate with the club's identity can create tension and criticism.
Various examples from around the world
There are many different examples of naming rights around the world. In England, clubs such as Arsenal and Manchester City have successfully secured lucrative naming rights deals that have contributed to their success. On the other hand, some clubs have opted for names that reflect their local culture, such as the ‘Stade de l'Abbé Deschamps’ for AJ Auxerre, which strengthens supporters' attachment to their team.
Towards a future of responsible naming
As football evolves, it is likely that naming rights will continue to play a central role in club financing. However, the key to success lies in striking a delicate balance between profitability and respect for tradition. Clubs must not only maximise their revenues, but also preserve the emotional bond that unites supporters with their history.
In conclusion, naming rights sponsorship is much more than just a commercial contract. It is a complex strategy that requires careful consideration of the identity, culture and values of football clubs. As the world of football continues to evolve, naming rights remain a major issue, shaping not only the finances of clubs, but also their legacy for future generations.
Comments