Published March 08, 2011
KANSAS CITY, Kan. – Sporting Kansas City and Livestrong have reached a six-year naming rights agreement for the team's new stadium that will help raise funds for Lance Armstrong's cancer-fighting foundation.
The $200 million stadium, scheduled to open in June, will be called Livestrong Sporting Park. The club said Tuesday that Livestrong will not pay a fee and will also receive a portion of all stadium revenue, including ticket sales and concessions.
Robb Heineman, president of the Major League Soccer team, said that could amount to as much as $10 million over the six years.
Doug Ulman, Livestrong president and CEO, said the deal is unique in sports. He said the stadium is the first "in the world with a social change mission."
Livestrong is the brand of the Lance Armstrong Foundation, created in 1997 by the champion cyclist who is also a cancer survivor.
The stadium is about 10 miles west of downtown Kansas City and will seat 18,500 for soccer and 25,000 for concerts. Armstrong said his organization was honored to bring its mission to Kansas City.
"Professional sports provide a powerful vehicle to affect positive change in the world," he said. "Livestrong's partnership with Sporting Club gives us an innovative opportunity to advance the cancer fight in this region and we are eager to get started."