McDonald's signed a naming rights deal for Chicago Fire's new $750 million downtown stadium, expected to open in 2028 as McDonald's Park. The Rams are pursuing what would become the NFL's richest naming rights package for their Inglewood stadium, targeting $50 million annually. Colorado is simultaneously shopping Folsom Field naming rights, the first time the 101-year-old venue would carry a corporate sponsor. Three deals in one market cycle.
The McDonald's arrangement marks the first major venue commitment from the company since its United Center partnership ended. Financial terms were not disclosed, but comparable MLS downtown stadiums command $3 million to $6 million annually in naming fees. The Fire's deal likely sits at the lower end given MLS's smaller media footprint relative to NFL properties. The stadium's 20,000 capacity and Chicago Fire's bottom-third MLS attendance figures over the past three seasons present sponsor activation challenges. McDonald's is framing this as local market reinvestment; the company has 19,000 U.S. locations and its Oak Brook headquarters sits 15 miles west of the planned stadium site. Worth noting: the Fire have not made the MLS playoffs since 2017.
The Rams' $50 million annual ask would eclipse the Cowboys' AT&T Stadium deal, which pays roughly $17 million to $19 million per year through 2030. SoFi currently holds naming rights to the Inglewood venue through a $625 million, 20-year agreement struck in 2019, but the Rams are exploring a secondary naming layer or successor deal structure. The building cost $5 billion, the most expensive stadium ever constructed, and hosts two NFL franchises plus the 2028 Olympics. Sponsor ROI hinges on inventory beyond signage: the venue books 300-plus events annually, including Taylor Swift residencies and the 2022 Super Bowl. Team operators describe the Rams' pricing as aspirational but defensible given the asset's event density. The 70,240-capacity building generates more sponsor impressions per year than any U.S. venue.
Colorado's Folsom Field exploration reflects a broader shift among college athletic programs facing revenue pressure from NIL obligations and facility arms races. The school has not disclosed financial targets, but Power Five stadiums typically command $2 million to $5 million annually for naming rights, with newer facilities trending higher. Folsom's historical significance complicates the sale: the venue opened in 1924 and alumni associations have already signaled discomfort. Colorado athletic director Rick George is framing the naming rights as necessary infrastructure funding. The Buffaloes' football program generated $89 million in revenue during the 2022-2023 academic year, but facility debt service remains elevated following recent expansions. Deion Sanders' arrival as head coach increased ticket demand, but sustainability beyond his tenure is uncertain.
The clustering of these announcements reflects venue operators seeking non-media revenue diversification as RSN valuations decline and streaming economics remain unproven. Team presidents are now treating stadium naming rights as portfolio assets, exploring tiered sponsorship structures that unbundle exterior signage, interior concourses, and digital platforms. McDonald's and SoFi represent consumer-facing brands seeking local anchors; expect additional moves from financial services and automotive sectors before Q2 ends.
Watch for secondary sponsorship announcements tied to the McDonald's Park build, specifically pouring rights and founding partner slots. The Rams will likely close a naming successor during the 2025 season, timed to the 2026 World Cup promotional cycle. Colorado's board of regents votes on naming rights policy changes in May, which will determine whether Folsom can legally carry a corporate sponsor under university charter rules. If the McDonald's deal performs during Fire's first two seasons, expect MLS operators in Nashville, San Diego, and Las Vegas to accelerate their own downtown stadium naming negotiations with hospitality brands seeking geographic differentiation.