Fansided

Rams stadium naming rights starting bid is reported to be at least $600 million

By Derek Helling

January 1, 2017; Los Angeles, CA, USA; Los Angeles Rams quarterback Jared Goff (16) with the offense against the Arizona Cardinals during the first half at Los Angeles Memorial Coliseum. Mandatory Credit: Gary A. Vasquez-USA TODAY Sports
January 1, 2017; Los Angeles, CA, USA; Los Angeles Rams quarterback Jared Goff (16) with the offense against the Arizona Cardinals during the first half at Los Angeles Memorial Coliseum. Mandatory Credit: Gary A. Vasquez-USA TODAY Sports /
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The naming rights for the eventual home of the Los Angeles Chargers and Los Angeles Rams are for sale, but not on sale.

The Los Angeles Rams own the naming rights to the stadium currently under construction in Inglewood, California. The franchise is looking to fleece some sponsor willing to put up the cash necessary to acquire the Rams stadium naming rights with that asset.

Before fans call the Rams’ asking price ridiculous, context is necessary. MetLife Stadium, the home of the New York Giants and New York Jets, has a naming-rights sponsorship currently in place with the well-known insurance provider. That deal carries an average annual value of $17-$20 million over 25 years for a total value of $425-$625 million. What the Rams are seeking is a shorter-term contract with a potentially smaller price tag.

MetLife Stadium opened in 2010, and Los Angeles is the most populous market for sports in North America. Like in the case of MetLife, the two teams who will call the Inglewood stadium home ensure a home game every week of the NFL season. It’s not unreasonable in light of these facts that the Rams are starting their bidding with similar terms.

It’s uncertain whether or not the Rams have any parties already interested or how far along in the bidding process the team is. What is clear, however, is that the Chargers most likely won’t get any of the revenues that come from the stadium naming rights. The Rams own the stadium and will be leasing it to the Chargers for their home games.

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The Rams have plenty of time to court possible naming rights sponsors, as the stadium isn’t scheduled to open until 2019. That means there will be over a year for companies to compete, and if the starting bid is any indication, it could be a record-setter.

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