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Stadium Naming Rights Could Hit $600M

EAST RUTHERFORD, NJ-The NFL's Giants and Jets are said to be deep in discussion with German-based financial giant Allianz.

By Eric Peterson | Updated on September 11, 2008

EAST RUTHERFORD, NJ-The subject of naming rights has been on the table ever since construction started in early 2007 for a new 82,000-seat stadium for the NFL’s New York Giants and Jets. The new venue will replace the existing Giants Stadium, which both teams share as tenants of the New Jersey Sports & Exposition Authority, and since both teams will co-own the new facility on land leased from the state, the name Giants Stadium would obviously no longer be appropriate.

And the new stadium could be close to having a name. According to published reports, the teams are deep in discussion with Allianz, the Munich-based financial giant, on putting that company’s moniker on the stadium. The teams and potential sponsor would not comment in response to those reports.

But sources with knowledge of the discussions confirm that they are indeed taking place, and have put some numbers on the possible eventual deal. The stadium itself, slated to be ready for the 2010 season, is costing $1.3 billion, and the final naming rights deal could reach nearly half of that number. The cost could be anywhere from $25 million to $30 million a year for 10-20 years, according to sources, putting the final deal in the expansive $250-million to $600-million range. Anything in the range would be a new record for such a sponsorship.

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