Turning the idea of stadium sponsorship on its head, Sporting Kansas City will name their stadium LiveStrong Sporting Park and have agreed to raise $8-10 million over six years as part of the agreement. Money from concessions, as well as tickets will go toward the foundation. Although the details haven’t entirely been fleshed out, it appears SKC will not be receiving any money as part of the deal.
Sporting Kansas City Will Name Stadium LiveStrong Sporting Park
The naming arrangement appears to be the first of its kind, at least in the United States. Throughout the history of stadium naming rights, stadiums have been named after a wide variety of organizations that generally had have one thing in common: they were the highest bidder for the opportunity to splash their name across the building. This appears to be something entirely different.
Livestrong is cyclist Lance Armstrong’s cancer foundation that was founded in 1997 and has raised $400 million in its efforts to fight cancer.
The stadium, which is still under construction, will host its first MLS match on June 9 when SKC ends their 10-match road trip to start the season when they play the Chicago Fire. The stadium will then play host to the Gold Cup on June 14 when Canada plays Panama and Guadeloupe plays the United States.
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