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Montreal Expos: Possible Sponsorships

A Montreal Stadium is priority in trying to bring MLB back to Montreal. The business aspects have to make sense, and that’s part of it. Whether you’re in New York, Boston, Los Angeles, or Montreal, you need solid sponsors to make it work. So who are the big players in the Montreal region? Who’s going to chip in a large amount to become the sponsor of the new stadium, or to have their logo over the scoreboard, etc…

As a source recently told the Canadian Press:

“I can tell you we are no longer looking for investors and that we believe we have all the ingredients to be able to welcome a team, be it an expansion one or one that already exists,”

That should include the potential sponsorships. How much money are we talking?

Well, the following are recent naming rights deals:

Those are some of the latest, but here’s a more in depth look at what’s been done over the years:

Stadium City Sponsor Price Years AAV Expires
Farmers Field Los Angeles Farmers Insurance $600M 30 $20M TBD
MetLife Stadium N.J. Met Life Insurance $425M to $625M 25 $17M to $20M 2036
Citi Field Queens Citigroup $400M 20 $20M 2028
Reliant Houston Reliant Energy $310M 31 $10M 2032
Gillette Foxboro Gillette $240M 15 $8M 2031
FedEx Landover FedEx $205M 27 $7.59M 2025
Minute Maid Park Houston Coca-Cola $178M 28 $6.36M 2029
University of Phoenix Glendale Apollo Gp $154.5M 20 $7.72M 2026
Bank of America Charlotte Bank of America $140M 20 $7M 2023
Lincoln Financial Phily Lincoln National $139.6M 20 $6.98M 2022
Lucas Oil Stadium Indy Lucas Oil Products $121.5M 20 $6.07M 2027
Citizens Bank Park Phily Citizens Bank $95M 25 $3.8M 2029
M&T Bank Field Baltimore M&T Bank $79M 15 $5M 2017
Great American Ball Park Cincinnati Great American Insurance $75M 30 $2.5M 2032
Home Depot Ctr Carson Home Depot $70M 10 $7M 2013
U.S. Cellular Chicago U.S. Cellular $68M 23 $2.96M 2025
Chase Field Phoenix JPMorgan Chase $66.4M 30 $2.2M 2028
Comerica Park Detroit Comerica Bank $66M 30 $2.2M 2030
Petco Park San Diego Petco $60M 22 $2.73M 2025
Sports Authority Denver Sports Authority $60M 10 $6M 2035
Century Link Field Seattle Century Link $60M to $100M 15-20 $4M-$5M 2019 to 2024

And if you’re thinking, well that’s all good, but what about in Canada?

When the Edmonton Oilers opened up their new rink, the following was divulged:

According to a report, Oilers owner Daryl Katz will keep any proceeds from the sale of the naming rights. While a fee was not disclosed, a CBC report earlier this year said the naming rights could be worth tens or even hundreds of millions of dollars.

That was for a 13-year deal.

But more importantly, Bell Canada paid $100M US for naming rights to the now Bell Centre (then Molson Centre) over the next 20 years. That deal is set to expire soon, in 2022, and breaks down to a $5M per year deal.

The point is that in recent years, the deals have gotten substantially larger and we can expect that future Expos owners will get a boost from selling naming rights to their future stadium. We can expect the floor to be $5M per season, with the more likely scenario being $10M or more per season.

When you’re expected to pay up for a new Montreal stadium, that can significantly help you out in the cost department.

Could Tesla be interested in joining other car companies and put their name on a Montreal stadium? What about the Bank of Montreal? There are so many possibilities that you can envision their being able to get a lucrative deal.

Time will tell which company steps up, but if you’re looking for one reason to be optimistic about a future stadium in Montreal, put some weight in the naming rights.

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