Revealed: European stadium naming rights, fair market sponsorship values 2026

The Sponsor has today published the fair market sponsorship value of every major European stadium. Covering 75 stadiums, it represents the most comprehensive valuation and pricing analysis of European stadium naming rights conducted to date. The findings reveal a defined yet underutilised market, in which some stadium owners and sponsors are securing exceptional value while others are materially overpaying.

The full rankings, valuations and pricing benchmarks for all 75 stadiums are set out in The Sponsor’s European Stadium Naming Rights Fair Market Value Report.