The most romantic fans don’t particularly like the idea of selling the name of their club’s stadium to a brand.
But the business of naming rights gaining more and more importance in today’s world of sports, as it represents a potential source of revenue that helps balance a team’s annual budget.
Atletico Madrid was the last team to join this trend. The Colchoneros have just reached a deal with Saudi Arabian air carrier Ryadh Air to lend their name to the Metroplolitano Stadium until 2033 for around €10 million per season.
USA ahead, then Germany
Naming rights are big business, especially in American sports, where practically all teams try to make the most of all the assets they have, including the stadium.
We see this in basketball, football, baseball, soccer, all sports and also entertainment in the USA.
In Europe, it is a practice followed mainly in Germany. Where is the biggest deal of all: the pharmaceutical company Bayer invests €30 million a year to have its name associated with the Bayer Leverkusen stadium.
The Bayern Munich and Borussia Dortmund sites are also “sold” from a commercial point of view to two insurance groups: Allianz and Signal Iduna, worth €13 million and €11 million respectively. Allianz also has a contract with Juventus worth €10 million.
Ten biggest deals worth more than €100 million
Currently, the ten biggest naming contracts represent deals worth more than €100 million, a lot of money flowing into club coffers.
Don’t forget this: it is this money that helps to buy reinforcements and pay better salaries for the team’s stars.
Let Barcelona say so, which gave in to market logic and ceded the mythical Camp Nou to Spotify for €20 million per season.
In other words, unfortunately we have bad news for you. If you are one of those who don’t want your sacred space to be sold to capitalism, your club will most likely be next.
Top Biggest Naming Rights Deals 2025
- Bayarena (Germany) €30 million
- Spotify Camp Nou (Spain) €20 million
- Allianz Arena (Germany) €13 million
- Mercedes-Benz Stadium (USA) €11 million
- Signal Iduna Park (Germany) €11 million
- Allianz Stadium (Italy) €10 million
- Ryadh Air Metropolitano (Spain) €10 million
- Mercedes-Benz Arena (Germany) €10 million
- BMO Stadium (USA) €9,2 million
- Ulker Stadium (Turkey) €8,3 million
- Emirates Stadium (England) €6,9 million
- Groupama Stadium (France) €6,9 million
- Tupras Stadium (Turkey) €6,6 million
- Dignity Health Sports (USA) €6,4 million
- Gilette Stadium (USA) €6,4 million
- America First Field (USA) €6,1 million
- Veltins Arena (Germany) €6 million
- Morumbis (Brazil) €5,9 million