Arent Fox has advised on many of the market's key sports naming rights transactions and large sponsorship transactions. We have extensive experience on both purchasing and selling naming rights and sponsorships for leagues and properties.

Representative Transactions

• United Airlines Memorial Coliseum: Representation of Fox Sports and University of Southern California Athletics in a 16-year naming rights transaction with United Airlines in connection with the former Los Angeles Memorial Coliseum. 
• Rakuten: Representation of Rakuten in in a multi-year partnership with the Golden State Warriors and the National Basketball Association to place the company’s logo on all of the team’s regular, practice, post-season, and Summer League uniforms.
• Dickies Arena: Representation of Williamson-Dickie Manufacturing Co. in an arena naming rights transaction with the City of Fort Worth.
• Salesforce Transit Center: Representation of the Transbay Joint Powers Authority in San Francisco on a 25-year naming rights transaction with Salesforce;
• CenturyLink Field: Representation of the Seattle Seahawks in a stadium naming rights renewal transaction with CenturyLink, Inc.
• Nassau Veterans Memorial Coliseum, presented by New York Community Bank: Representation of Brooklyn Sports & Entertainment (BSE) in the first naming rights transaction for the Nassau Veterans Memorial Coliseum.
• UCLA Health Training Center: Representation of the Los Angeles Lakers on a long-term partnership with UCLA Health, including naming rights to the Lakers’ practice facility and exclusive UCLA Health in-game health care support.
• Hard Rock Stadium: Representation of the Miami Dolphins in an 18-year stadium naming rights agreement with Hard Rock International.
• Inova Sports Performance Center at Redskins Park: Representation of Inova Health System in connection with its multiyear training facility and headquarters naming rights and sponsorship transaction with the Washington Redskins.
• Mercedes-Benz Stadium: Representation of Mercedes-Benz in a naming rights and sponsorship transaction with the National Football League’s Atlanta Falcons and Major League Soccer’s Atlanta United FC for Atlanta’s new iconic stadium. The agreement was the largest marketing deal in Mercedes-Benz history.
• Golden 1 Center: Representation of Golden 1 Credit Union in connection with the Golden 1 Center naming rights and sponsorship transaction with the NBA franchise, Sacramento Kings, which was reportedly one of the largest naming rights transactions for a single-tenant NBA arena
• San Francisco 49ers: Representation of the San Francisco 49ers in the naming rights and sponsorship transaction with Levi Strauss & Co, in connection with Levi’s Stadium. The transaction was reported to be the largest naming rights and sponsorship transaction in the history of the West Coast.
• Barclays Center: Representation of Brooklyn Arena LLC and the then-New Jersey Nets in connection with the Barclays Center naming rights transaction, the largest arena naming rights and team sponsorship transaction in the history of sports and entertainment at the time.
• Time Warner Cable Arena: Representation of the Charlotte Bobcats in connection with the Time Warner Cable Center arena naming rights and the team sponsorship transaction.
• PPL EnergyPlus: Representation of PPL EnergyPlus in the naming rights and sponsorship transaction pursuant to which PPL EnergyPlus became the primary sponsor of the Philadelphia Union MLS franchise and holder of the naming rights for the stadium located in Chester, Pennsylvania known as PPL Park.
• MCI Center/Verizon Center: Representation of the Washington Wizards and DC Arena LP in connection with the initial MCI Center naming rights transaction, the renaming of the MCI Center to Verizon Center, and with various sponsorship agreements, advertising agreements, and promotional agreements.
• AT&T Park: Representation of Pacific Telesis, the predecessor to AT&T, in the negotiation of the naming rights for the Major League Baseball stadium privately built as the home of the San Francisco Giants.
• Alltech: Representation of Alltech in connection with the title sponsorship agreement for the 2010 Alltech FEI World Equestrian Games™, located in Lexington, Kentucky, then the largest equestrian sporting event ever held in the United States.
• DC United: Representation of DC United in connection with several sponsorship transactions.
• NHL Enterprises: Representation of NHLE in the negotiation of numerous sponsorship transactions, including the Ticketmaster sponsorship.
• United States Tennis Association: Representation of the USTA in connection with various sponsorship transactions related to the US Open.
• Seiko Epson: Representation of Seiko Epson in its acquisition of worldwide sponsorship and local media rights to Manchester United of the English Premier League.