Top 10 Most Lucrative Stadium Naming Rights Deals in Football (Spotify Camp Nou & Beyond)

Short answer: FC Barcelona’s Spotify Camp Nou deal is the only top naming-rights fee that has been publicly reported: about €20 million a year, with the naming rights extended to 2034. Few clubs publish fees, so the other values in the top 10 are Kroll’s 2024 estimates or undisclosed, such as about €14.9 million a season for the Etihad Stadium.

For over a century, football stadiums carried historic, romantic names rooted in local geography, working-class neighbourhoods, and club folklore. We spoke of Highbury, Anfield, Old Trafford, San Siro, and the Camp Nou with pure reverence. But in an era where modern super-stadiums cost hundreds of millions, even billions, of euros to build, romance has collided with modern financial reality.

Today, selling stadium naming rights is no longer a corporate taboo. Elite European clubs must generate hundreds of millions in non-broadcast revenue every season to comply with UEFA Financial Sustainability Regulations and pay their squads. Tying a corporate brand to a large modern stadium brings in long-term income that does not depend on results on the pitch.

As detailed in our analysis of the most expensive football kit and jersey deals, stadium naming rights form the second pillar of a superclub’s commercial income. Few clubs publish what their naming partner pays, so we combined publicly reported deal values with the estimates in Kroll’s 2024 study of European football stadium naming rights. Only Barcelona’s Spotify fee has been publicly reported; the other values are Kroll estimates or undisclosed. Here is our ranking of the Top 10 Most Lucrative Stadium Naming Rights Deals in Football.

Which are the most lucrative stadium naming rights deals in football?

The table below ranks ten of the biggest stadium naming rights deals in European football by annual value. Only Barcelona’s fee has been publicly reported; values marked “Kroll est.” are estimates from Kroll’s 2024 study, not disclosed contract fees. The Riyadh Air and Chobani deals are undisclosed and are placed using the best available indicator.

Which stadium partnerships are the highest valued in Europe?

1. Spotify Camp Nou (FC Barcelona) — €20.0 Million / Year

When FC Barcelona announced their partnership with Spotify in 2022, traditionalists were startled to see the historic “Camp Nou” moniker altered for the first time since opening in 1957. But with the club needing to finance the Espai Barça redevelopment, the Swedish audio giant’s money was decisive.

The naming rights are worth a reported €20.0 million a year, the most valuable existing naming deal in Europe according to Kroll. In October 2025 they were extended to 2034, alongside a shirt deal running to 2030. The stadium is still being rebuilt: in April 2026 it was licensed for more than 62,000 spectators, with full completion targeted for the end of summer 2027, when capacity will reach about 105,000.

2. Etihad Stadium (Manchester City) — About €14.9 Million / Year (Kroll Estimate)

Manchester City’s agreement with Etihad Airways is one of the most comprehensive sponsorship packages in world sport, covering the shirt, the stadium and the wider campus. The club does not publish how much of it relates to the stadium name; Kroll’s 2024 study estimates the naming rights at about €14.9 million a season. For the history and capacity of the ground itself, see our guide to the Etihad Stadium.

City’s £300 million North Stand expansion, scheduled to open during the 2025/26 season, takes capacity past 60,000 and adds a hotel, fan zone, offices and dining. It turns the Etihad complex into a year-round destination and underlines the financial power of the wealthiest football club owners in the world.

6. Emirates Stadium (Arsenal) — About €10.5 Million / Year (Kroll Estimate)

When Arsenal left Highbury in 2006 for their 60,704-seat stadium, the £390 million project was partly financed by Emirates’ naming rights agreement, originally a 15-year deal signed in 2004 and estimated at £100 million that also covered the shirt. Almost two decades later, the partnership remains one of the longest-running and most recognizable in global football.

A second, £150 million deal signed in November 2012 covered the shirt and extended the stadium name to 2028. Arsenal do not publish the naming fee on its own; Kroll estimates it at about €10.5 million a season. Arsenal and Emirates renewed their partnership to 2033 in August 2026, but it has not been confirmed whether that extends the stadium name beyond 2028. Either way, the deal gives Mikel Arteta’s side steady commercial income as they challenge at the top of the Premier League.

7. Riyadh Air Metropolitano (Atlético Madrid) — Fee Undisclosed

Having previously partnered with Wanda and Cívitas, Atlético Madrid signed Saudi Arabian airline Riyadh Air in October 2024 to a nine-year naming agreement running to 2033. The club did not disclose the fee. For comparison, Kroll’s study, carried out before the Riyadh Air deal, valued Atlético’s naming rights at about €8.9 million a season.

Riyadh Air is also Atlético’s front-of-shirt sponsor, a deal reported at about €40 million a year. Together the two deals help Atlético fund their squad under La Liga squad spending limits.

Why do Real Madrid and Liverpool refuse to sell their stadium names?

While Barcelona, Arsenal, and Manchester City earn millions every year from stadium naming rights, two of world football’s biggest institutions—Real Madrid (Santiago Bernabéu) and Liverpool (Anfield)—have kept their historic names:

• Brand Equity: Real Madrid see the “Santiago Bernabéu” name as part of the club’s identity. Kroll considers Real Madrid and Manchester United extremely unlikely to rename their grounds, even though it estimates the Bernabéu’s naming rights could be worth about €29.7 million a season. Madrid instead earn from the stadium through events, such as the NFL game held there in November 2025, and VIP hospitality.
• Supporter Backlash & Traditional Heritage: At clubs like Liverpool, Borussia Dortmund, and Manchester United, supporters view the historic ground name as untouchable. While Dortmund compromised with “Signal Iduna Park”, Liverpool have kept “Anfield”.
• The Tottenham Paradox: Tottenham Hotspur’s stadium was designed to host NFL games and concerts, yet it still carries the club’s own name. Kroll estimates its naming rights could be worth about €18 million a season, but no deal was agreed under Daniel Levy, who left the club in September 2025, and the ground is still the “Tottenham Hotspur Stadium“.

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