KANSAS CITY, Kansas, March 8, 2011 (AFP) – Lance Armstrong’s foundation Livestrong has signed a naming rights deal for the new $200 million stadium of Major League Soccer’s Sporting Kansas City, the club said Tuesday.
The foundation will pay no money for its six-year branding of 18,500-seat Livestrong Sporting Park, which both groups hope will help Armstrong raise money.
Livestrong will receive a portion of all stadium revenue, including ticket sales and concessions for concerts as well as matches, which team president Robb Heineman said could add up to as much as $10 million over six years.
“Professional sports provide a powerful vehicle to affect positive change in the world,” Armstrong said. “Livestrong’s partnership with Sporting Club gives us an innovative opportunity to advance the cancer fight in this region and we are eager to get started.”
“Livestrong Sporting Park is more than just a stadium —it’s the first athletic venue in the world with a social change mission and offers an ideal arena to champion the cancer cause,” said Livestrong president Doug Ulman.