The 5 most lucrative stadium naming rights deals in world football
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The four-year contract, which kicks in from the 2022/23 campaign, sees Spotify designated as Barca’s main partner, handing it front-of-shirt branding for the men’s and women’s teams. The company will also sponsor the club’s training shirts for the next three seasons. For the first time in Barca’s history, the deal will also see their iconic stadium rebranded, taking on the name of ‘Spotify Camp Nou’.
Various Spanish outlets have pegged the value of the deal at about €280 million (US$308 million), equating to €70 million (US$76.9 million) per year. Meanwhile, as Spotify has earned the naming rights to Camp Nou, Barcelona will earn five million euros each season until the Espai Barça works are completed.
So here We take a look at the five most lucrative stadium naming rights in world football:
5. Vodafone Park (Besiktas) – £ 5 million a year
Besiktas signed a massive £105 million deal with the mobile phone network Vodafone when their new stadium opened in 2013.
The agreement included sponsorships for the front of the shirt, advertising, stadium technological infrastructure rights, and stadium naming rights through 2028 if the extension options are exercised. When the contract is broken down, Besiktas will receive £5 million per year for the use of the Vodafone Park stadium.
4. Fenerbahce Ulker Stadium (Fernerbahce) – £ 6 million a year
Ulker pays £6 million a year for the naming rights to the Fenerbahce stadium, so they’re probably not thrilled that it’s known by a different name around the world.
The stadium is most commonly known as Sukru Saracoglu Stadium, after the club’s former president. He was the club’s owner when they purchased the stadium in 1933, making them the first Turkish team to do so. Officially, the stadium is named Ulker Stadium after the food company.
3. Allianz Arena (Bayern Munich) – £ 6.4 million a year
Bayern Munich’s home stadium is one of eight stadiums on four continents that Allianz has paid to name, including four football stadiums. According to reports, they pay around €30 million per year for those naming rights, which include Juventus’ home stadium.
The German conglomerates, however, take the lion’s share of that sum, raking in £6.4m per year from the deal. However, because Allianz is not an official UEFA sponsor, the logo on the outside of the stadium must be covered on European nights.
2. Wanda Metropolitano Stadium (Athletico Madrid) – £ 8.4 million a year
When the legendary Vicente Calderon Stadium was closed in 2017, Atletico Madrid relocated to the brand new Metropolitano Stadium.
Wanda, a Chinese IT company, bought a 20% stake in the club and took over the naming rights to the training ground, but then agreed to a deal with the Spanish club to take over the stadium rights as well. They pay £8.4 million per year, with one of the terms of the agreement being that they keep the name ‘Metropolitano’ in honour of the club’s first home stadium.
1. Etihad Stadium (Manchester City) – £ 15 million a year
The biggest deal on the list was the one that sparked the most debate at the time.
Etihad paid a staggering £400 million for a ten-year sponsorship package with Man City, which included shirt sponsorship and stadium naming rights. Many people complained that it was way overpriced and that City’s owners used their relationship with Etihad’s top dogs to get a better deal in order to avoid FFP rules.
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