Most European soccer clubs wouldn’t dare alter the identity of a stadium that has been part of their fans’ matchday rituals for decades. However, the past 20 years have seen several Premier League sides find sponsors for new venues whose names aren’t yet etched in the team’s history, with grounds like the Emirates, the Etihad and the Amex all now part of the English soccer lexicon.
In this episode of the SportsPro Podcast, SportsPro’s Head of Editorial Sam Carp explores the evolving business of stadium naming rights with Al Guido, president of the San Francisco 49ers and chairman and CEO of Elevate. The pair unpack why venue sponsorships have historically been a harder sell in Europe than in North America and consider whether attitudes are softening amid landmark deals for the likes of Everton.
Guido offers insight on the nuances of identifying a stadium naming rights partner, how to balance fan sentiment with commercial ambition, and why the next era of venue sponsorships will be defined by authentic storytelling, cultural relevance, and year-round engagement.
Listen to full episode here.
