Stadium Naming Rights Calculator

Turn venue exposure into a defensible annual fee. Adjust for market reach, risk, and prestige. See totals, NPV, and ranges before you sign anything.

Inputs

Fill fields, then calculate. Results appear above this form.
Tip: Use realistic, recent averages.
Formatting only; no exchange rates applied.
Maximum seats for primary configuration.
Use paid attendance or turnstile count.
Games plus major non-sport events.
Events with meaningful TV/stream distribution.
Average unique viewers per broadcast/stream.
Team + venue content, partner posts, highlights.
Value per 1,000 impressions for comparable inventory.
Portion of media value converted into rights fee.
Local reach, corporate base, tourism, media coverage.
Results momentum, fan demand, star power.
Amenities, visibility inventory, premium experiences.
Relegation/tenancy risk, schedule uncertainty, controversy.
Higher means tighter fee range.
Controls baseline scarcity and pricing power.
Exclusivity typically commands a premium.
Applies an overall adjustment to reflect sentiment.
Common: 5–20 years depending on asset quality.
Year-over-year increase in rights fee.
Used for NPV of payments.
Sponsor activation spend as % of rights fee.
Reset

Example data table

This sample illustrates typical inputs and a computed output. Your market and inventory can change results materially.

Capacity Avg attendance Events/year Televised events Viewers/event Digital impressions CPM Capture rate Estimated annual fee
40,000 32,000 45 20 250,000 50,000,000 18 20% $467,226.52

Formula used

1) Annual impressions

  • In-person = Average attendance × Events per year
  • Broadcast = Viewers per televised event × Televised events
  • Digital = Annual digital/social impressions
  • Total = In-person + Broadcast + Digital

2) Media equivalent value

  • Media value = (Total impressions ÷ 1,000) × CPM

3) Naming rights fee

  • Annual fee (Year 1) = Media value × Capture rate × Combined multiplier
  • Combined multiplier blends market, performance, venue, tier, exclusivity, risk, and scenario.

4) Contract totals

  • Year y payment = Annual fee × (1 + escalation)^(y−1)
  • NPV = Σ Payment_y ÷ (1 + discount)^(y−1)

The suggested annual range widens when data quality is lower, reflecting uncertainty from incomplete audience and exposure measurements.

How to use this calculator

  1. Enter your best annual averages for attendance, broadcast, and digital exposure.
  2. Set CPM to match comparable sponsorship inventory in your market.
  3. Choose a capture rate that fits your rights package strength.
  4. Adjust indexes for market, performance, venue quality, and risk.
  5. Select term, escalation, and discount rate to compare deal structures.
  6. Click Calculate to view fees, ranges, totals, and NPV.
  7. Use Download CSV or Download PDF for sharing.

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Important Note: All the Calculators listed in this site are for educational purpose only and we do not guarentee the accuracy of results. Please do consult with other sources as well.