Arent Fox Advises Seattle Seahawks in Naming Rights Renewal of CenturyLink Field

The renewal includes naming rights to CenturyLink Field, home to both the NFL’s Seahawks and the MLS’ Sounders, and CenturyLink Field Event Center, brand exposure at the Seahawks owner Paul Allen-founded Museum of Pop Culture, and sponsorship of Seahawks community outreach programs. The extension of the agreement is subject to approval by the Washington State Public Stadium Authority and is expected to run through the 2033 NFL season.
 
Arent Fox Sports leader Richard L. Brand worked on the transaction with Ed Goines, Seahawks General Counsel and Vice President, Government Affairs, and a negotiating team led by Seahawks President Peter McLoughlin. Additional support was provided by Technology Transactions partner William A. Tanenbaum, Communications, Technology & Mobile associate Adam D. Bowser, and Intellectual Property associate Amy E. Salomon.

This transaction is the latest in a recent string of NFL-related naming rights agreements led by Rich Brand, including representing the Miami Dolphins in an 18-year stadium naming rights agreement with Hard Rock International for Hard Rock Stadium, Mercedes-Benz in a naming rights and sponsorship transaction with the Atlanta Falcons and Atlanta United FC for Mercedes-Benz Stadium, the San Francisco 49ers in a naming rights and sponsorship transaction with Levi Strauss & Co. for Levi’s Stadium, and Inova Health System in connection with its multiyear training facility and headquarters naming rights and sponsorship transaction with the Washington Redskins for Inova Sports Performance Center at Redskins Park.

In recent years, in addition to NFL-focused transactions, Rich advised Golden 1 Credit Union in a naming rights and sponsorship transaction with the Sacramento Kings for the Golden 1 Center, the Los Angeles Lakers in a naming rights and health provider rights deal with UCLA Health for the UCLA Health Training Center, and Brooklyn Sports & Entertainment in a naming rights agreement for the Nassau Veterans Memorial Coliseum, presented by New York Community Bank.
 
From coast to coast, Arent Fox boasts one of the most experienced and diverse sports law practices in the country, with clients spanning individuals, organizations, and teams involved with major league, minor league, and Olympic sports. The group regularly advises companies and organizations in the football, baseball, basketball, tennis, cycling, hockey, soccer, wrestling, collegiate, and high school sports industries and within the Olympic Movement on a wide array of issues, including those involving acquisitions and sales of teams, property and event companies, financings, media and technology agreements, intellectual property matters, and naming rights and other sponsorship transactions.