Arent Fox LLP
01/07/2025 | Press release | Distributed by Public on 01/07/2025 10:52
ArentFox Schiff Advises New York Red Bulls on Naming Rights and Ticketing Transaction With Sports Illustrated Tickets
Red Bull Arena, the Red Bulls' home stadium in Harrison, New Jersey, will be renamed Sports Illustrated Stadium, which marks the first time in its 14-year history that the stadium will have an outside naming rights sponsor.
As part of the transaction, starting with the 2026 season, Sports Illustrated Tickets' primary blockchain event ticketing platform "Box Office" will power all events at Sports Illustrated Stadium.
The AFS team was led by San Francisco Managing Partner and Sports Practice Group Leader Richard L. Brand and included Partners Wesley T. Gee and Zak D. Welsh.
According to published reports, the transaction ranks among the top three stadium naming rights agreements in Major League Soccer in terms of total revenue and is the first sports venue naming rights transaction for Sports Illustrated in its 70-year history.
This transaction is just the latest major naming rights transactions handled by ArentFox Schiff. In the last 10 years, AFS has represented sponsors, teams, and venues in well over two dozen naming rights transactions and countless major sponsorship transactions.
From coast to coast, ArentFox Schiff boasts one of the country's most experienced and diverse sports law practices. The group regularly advises leagues, teams, venues, operators, sponsors, and brands across all major professional and collegiate sports throughout the United States and internationally. The team's experience covers nearly every type of commercial transaction in the sports industry, including a rapidly expanding and preeminent focus in the development and implementation of initial naming rights and founding sponsorship programs, as well as the negotiation and finalization of key foundational operational agreements such as management agreements, ticketing agreements, food and beverage agreements, pouring rights agreements, and more.
The Sports group has key experience beyond the more traditional practice areas in burgeoning new sectors of the sports industry, such as fantasy sports, gaming, e-sports, and blockchain and artificial intelligence applications. The Sports group also represents some of the most well-known athletes, agencies, and artists, as well as advertising agencies and startup companies, on a broad array of sports-related engagements.
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