The “Clean” Stadium

This weekend I had the pleasure of attending the England – Panama match at MetLife Stad….er, “New York/New Jersey Stadium.” As you may have noticed while watching the FIFA World Cup matches, all of the stadiums across the US, Canada, and Mexico are using the generic name of their location - even though they nearly all have naming rights deals with major brands. FIFA, like many other major sports properties, requires “clean” stadiums, such that all advertising and branding elements in-venue must be removed or covered up. (Two of my own clients’ brand logos were covered up at "New York/New Jersey Stadium")

While disappointing for brands that have paid tens to hundreds of millions of dollars for their name to be associated with a particular stadium, they were most likely aware of the “clean” stadium requirement when negotiating the naming rights deal. The properties will typically include a clause like the following in their naming rights/sponsorship agreements: “Sponsor acknowledges