page_title: Stadium
section_title: Corporate naming
hierarchical_section_title: Stadium / Modern era / Environmental issues / Corporate naming
caption_attribution_description: English: North Stand of the Aviva Stadium
context_page_description: A stadium is a place or venue for outdoor sports, concerts, or other events and consists of a field or stage either partly or completely surrounded by a tiered structure designed to allow spectators to stand or sit and view the event.
  Pausanias noted that for about half a century the only event at the ancient Greek Olympic festival was the race that comprised one length of the stadion at Olympia, where the word "stadium" originated.
  Most of the stadiums with a capacity of at least 10,000 are used for association football. Other popular stadium sports include gridiron football, baseball, cricket, the various codes of rugby, field lacrosse, bandy, and bullfighting. Many large sports venues are also used for concerts.
context_section_description: In recent decades, to help take the burden of the massive expense of building and maintaining a stadium, many American and European sports teams have sold the rights to the name of the facility. This trend, which began in the 1970s, but accelerated greatly in the 1990s, has led to sponsors' names being affixed to both established stadiums and new ones. In some cases, the corporate name replaces (with varying degrees of success) the name by which the venue has been known for many years. But many of the more recently built stadiums, like the Volkswagen Arena in Wolfsburg, Germany, have never been known by a non-corporate name. The sponsorship phenomenon has since spread worldwide. There remain a few municipally owned stadiums, which are often known by a name that is significant to their area (for example, Boston's Fenway Park). In recent years, some government-owned stadiums have also been subject to naming-rights agreements, with some or all of the revenue often going to the team(s) that play there.
  One consequence of corporate naming has been an increase in stadium name changes, when the namesake corporation changes its name, or if it is the naming agreement simply expires. Phoenix's Chase Field, for example, was previously known as Bank One Ballpark, but was renamed to reflect the takeover of the latter corporation. San Francisco's historic Candlestick Park was renamed as 3Com Park for several years, but the name was dropped when the sponsorship agreement expired, and it was another two years before the new name of Monster Cable Products' Monster Park was applied. Local opposition to the corporate naming of that particular stadium led San Francisco's city council to permanently restore the Candlestick Park name once the Monster contract expired. More recently, in Ireland, there has been huge opposition to the renaming of Dublin's historic Lansdowne Road as the Aviva Stadium. Lansdowne was redeveloped as the Aviva, opening in May 2010.
  On the other hand, Los Angeles' Great Western Forum, one of the earliest examples of corporate renaming, retained its name for many years, even after the namesake bank no longer existed, the corporate name being dropped only after the building later changed ownership. This practice has typically been less common in countries outside the United States. A notable exception is the Nippon Professional Baseball league of Japan, in which many of the teams are themselves named after their parent corporations. Also, many newer European football stadiums, such as the University of Bolton and Emirates Stadiums in England and Signal Iduna Park and Allianz Arena in Germany have been corporately named.
  This new trend in corporate naming (or renaming) is distinguishable from names of some older venues, such as Crosley Field, Wrigley Field, and the first and second Busch Stadiums, in that the parks were named by and for the club's owner, which also happened to be the name of the company owned by those clubowners. (The current Busch Stadium received its name via a modern naming rights agreement.)
  During the 2006 FIFA World Cup in Germany, some stadiums were temporarily renamed because FIFA prohibits sponsorship of stadiums. For example, the Allianz Arena in Munich was called the FIFA World Cup Stadium, Munich during the tournament. Likewise, the same stadium will be known as the "München Arena" during the European Competitions. Similar rules affect the Imtech Arena and Veltins-Arena. This rule applies even if the stadium sponsor is an official FIFA sponsor—the Johannesburg stadium then commercially known as "Coca-Cola Park", bearing the name of one of FIFA's major sponsors, was known by its historic name of Ellis Park Stadium during the 2010 FIFA World Cup. Corporate names are also temporarily replaced during the Olympics.
caption: Aviva Stadium
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