It appears Arrowhead Stadium could have a new naming rights sponsor sometime down the road.
“We are in discussions with two companies, but I’d say they’re very preliminary at this point,” Chiefs president Mark Donovan said at the NFL’s annual meeting.
But if the Chiefs were to sell the naming rights to the stadium, Donovan wanted to make it clear that fans don’t have to worry about losing the “Arrowhead” name.
“It would be ‘blank’ field at Arrowhead,” Donovan said. “We go into that discussion with partners that way. We think Arrowhead is iconic, we think it’s part of the brand, so changing that name doesn’t work for us.”
In that way, the name would be similar to Denver’s stadium, which is called Sports Authority Field at Mile High.
Donovan said that in the NFL, the average naming rights to a stadium go for around $8 million to $9 million per year. In the Chiefs’ market size, deals are often between $6 million to $8 million.
“It creates the opportunity to be more invested in some of your facilities, some of the things we do with our coaching staff, some of the things we do with our training staff,” Donovan said. “It just gives you more capital to be better. You’ve got to figure out how to invest your money to create more value.”
The Chiefs’ search for a naming-rights sponsor is nothing new. Donovan said that prior to his arrival in 2009, the Chiefs had two different search agencies help them with the task. They haven’t had one since his arrival, although they’ve had a inquiries from a few different companies and are starting to have some of those conversations right now.
Donovan added the Chiefs have had a number of discussions over the past five years about selling the naming rights to the stadium, and that some of them have gotten to the point of being pretty close.
“But we haven’t found the right partner or the right deal,” Donovan said.