Major Assets Series: Entryway or Gate Naming Rights
This third installment in our major assets report series examines the front-door brand engine of premium sports sponsorship—driving mass visibility, first impression, and long-term brand equity at scale. Across seven major U.S. pro leagues, major entryway or gate naming rights deals now attract more than $483M in annual brand investment, or roughly 18% of the total spend on major assets, including venue naming rights (40%), practice facilities (9%), gates, clubs/suites, and jersey patches (these last two assets types will be covered in forthcoming series reports).
Methodology:
This report offers an analysis of major entryway, corner, or gate naming rights deals across major U.S. professional sports leagues, including the NFL, NBA, NHL, MLB, MLS, NWSL, and WNBA. In addition to traditional sponsorship agreements, the total number of team deals may also include individual brands within a parent company portfolio, league-level partnerships that deliver team signage or exposure, and sponsorships secured through third-party agencies. When a parent company executes a sponsorship that activates multiple sub-brands, the exposure of each sub-brand is counted as a separate deal.
Data includes only entryway naming rights where the entitlement specifically names a major entryway, corner or gate. Deals were counted only when this entitlement served as the primary asset. Data reflects active, sold assets across the seven major U.S. pro leagues, using the most current 2024 or 2025 season data available per league.
Sponsorship data was compiled using the SponsorUnited SaaS platform, which tracks and analyzes sponsorship activity across all major U.S. sports properties. Data was verified through observed in-game and broadcast brand placements, team websites, and official partnership announcements. Social media metrics were gathered through SponsorUnited’s proprietary tracking system, measuring Total Engagement across property- and person-controlled accounts on Instagram, Facebook, X (Twitter), TikTok, and LinkedIn.
This Major Assets: Entryway or Gates Naming Report was jointly authored by SponsorUnited’s Marketing, Business Intelligence, and Analytics teams, using data collected from January 15, 2024, through December 18, 2025.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 403,000 brands, 2.2 million deals, and 21.1 million data points across sports, entertainment, media, and talent, our SaaS platform enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
