[Mr KLC]

Social Finance, a private lender specializing in refinancing student loans, has reportedly acquired naming rights for the new stadium being built in Inglewood, California that will become the home of the NFL's Rams and Chargers. Don Muret of VenuesNow reports sources have confirmed a deal believed to be worth $20 million a year over 20 years.

The $5.2 billion, 72,000-seat stadium is currently under construction and is controlled by Stan Kroenke, the owner of the Rams. Due to open in 2020, the stadium is already lined up to play host to several major sporting events outside of the NFL regular season, including the 2021 Super Bowl, 2023 College Football Playoff title game and the opening ceremonies of the 2028 Olympics.

Many experts believed the deal would be worth $30 million or more annually. Eric Smallwood, president of Apex Marketing Group, was one such expert who pegged higher numbers in the past. However, he says there may be more than meets the eye with this deal.


"Depending upon the final deal with SoFi, which may be higher than the published $20 million annual price tag, this deal may include annual attendance and team success benchmarks that increase the annual costs or event specific benchmarks, which has been part of other NFL stadium naming rights agreements."

"With any naming rights the published value doesn’t tell the whole story, which includes specifics around the actual advertising and sponsorship elements, premium seating inventory (number of suites, club seats, season tickets) category exclusivity and any associated services they are providing to the stadium complex and the teams," said Smallwood.

[BigdaddyQH]

I am sure they will get many big name concerts there. It takes money to make money.