Stadiums Across America Are Empty, So What Happens to Those Naming Rights Deals?

Brands are staying put, but teams are scrambling to offer makegoods

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Two months ago, amid the virtually uninterrupted stream of lugubrious news about Covid-19 deaths, unemployment and civil unrest, a brighter bit of news popped up in Seattle. The old Seattle Center Coliseum—a 13,000 seat arena built in 1962 for the Seattle World’s Fair and currently undergoing a $900 million renovation—would be getting a new name.

When it reopens next summer, the home of Seattle’s NHL expansion team, the Kraken, will be called the Climate Pledge Arena, the first net-zero carbon venue on Earth.



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