Monday December 4, 2023

Starbucks Files Trademark for Stadium Naming Rights

  • Starbucks filed for a trademark that would allow it to purchase stadium or arena naming rights in the future.
  • There could be one of more major sports facilities built in the near future in Seattle where Starbucks is based.
Starbucks/Design: Alex Brooks
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One day, you may be able to get yourself a latte at Starbucks Stadium.

The coffee giant filed a trademark that would allow it to use its name on a stadium or sports training facility, should it acquire the rights.

The cost of naming rights fluctuates depending on the sport and year, but it can top $20 million per year.

  • SoFi is spending a reported $30 million a year for naming rights to the Los Angeles-area NFL stadium.
  • Allegiant Airlines is reportedly paying between $20-25 million per year for the Las Vegas Raiders stadium name.
  • The NBA’s top deals are for the San Francisco Warriors’ Chase Center ($22 million per year) and the Brooklyn Nets’ Barclays Arena ($20 million per year).
  • CitiGroup pays $20 million annually for naming rights to the New York Mets’ Citi Field.

Starbucks may have to look beyond its Seattle roots to find a stadium or arena. While the Seattle Kraken will kick off their inaugural NHL season in the fall, they will play in Climate Pledge Arena, the naming rights for which are owned by Amazon, and any NBA team that came to Seattle would play there as well.

The Seattle Sounders could eventually put a new field in the city — the MLS team currently shares Lumen Field with the Seattle Seahawks. Lumen, formerly CenturyLink, renewed its naming rights to the field in 2017 in a 15-year deal worth $162.7 million. 

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