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

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

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.