Stadiums Across America Are Empty, So What Happens to Those Naming Rights Deals?

Brands are staying put, but teams are scrambling to offer makegoods

Climate Pledge Arena
Despite Covid-19 and the hiatus of most professional sports, Amazon went ahead with Seattle’s Climate Pledge Arena. Amazon

Two months ago, amid the virtually uninterrupted stream of lugubrious news about Covid-19 deaths, unemployment and civil unrest, a brighter bit of news popped up in Seattle. The old Seattle Center Coliseum—a 13,000 seat arena built in 1962 for the Seattle World’s Fair and currently undergoing a $900 million renovation—would be getting a new name.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.