Skip to main content

Livestrong Stadium Deal Sets Naming Rights On its Ear

In March Sporting Kansas City, a Major League Soccer (MLS) team announced that its new $200 million stadium, scheduled to open in June, would be named Livestrong Sporting Park, in honor of the Lance Armstrong Foundation.

Moreover, it appears that Livestrong did not pay for the naming rights and is instead guaranteed a donation of no less that $7.5 million over the next six years. The money will come from a portion of ticket and concession sales to both MLS matches and other events held in the stadium, including concerts.

This is the first time a nonprofit has received naming rights for a stadium in the United States. Normally, stadium naming rights go for millions of dollars, even for MLS stadiums. The MLS team in my modestly-sized market, Real Salt Lake, gets a reported $1.5 million to $2 million a year for naming rights from Rio Tinto, the global mining conglomerate headquarterd in London, but with a substantial presence in the Salt Lake Valley.

Soccer is no stranger to causes. My friend Jose Sanchez in his guest post on April 12, tells how Mexico’s Fundacion Cim*ab (a NGO dedicated to raising awareness about breast cancer) and Federacion Mexicana de Futbol did a 'Pink Futbol' campaign that spanned that league.

Futbol Club Barcelona’s jersey included a UNICEF logo, for which it reportedly paid UNICEF €1.5 million a year. That deal is apparently ending since FC Barcelona has agreed to a €4 million a year deal for jersey sponsorship with the country of Quatar.

But the Lifestrong deal is potentially more valuable than the FC Barcelona-UNICEF deal since it includes all events in the stadium.

I’d some to see the math on the Livestrong Sporting Park deal, since it is so different than anything other naming rights deal.

In the meantime, witness the power of the Livestrong brand when it comes to cause marketing.

Comments

Popular posts from this blog

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…