Most organizations pay large sums of money to have their name added to a sports stadium or other structure. However, last month, Lance Armstrong’s anti-cancer foundation, Livestrong, signed a naming rights deal for a new $ 200 million sporting park in Kansas City. According to Bicycling Magazine, the Livestrong foundation won’t have to pay a penny for its six-year branding of the 18,500-seat venue. In fact, Lance’s nonprofit will actually receive a portion of stadium revenue, which could add up to as much as $ 10 million over the course of 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.”

As most know, Lance Armstrong is a seven-time Tour de France winner and a cancer survivor. He founded Livestrong back in 1997. Lance has faced increased scrutiny over the past several years due to blood doping allegations. However, he has never failed a drug test, and his branding and reputation have remained largely untarnished. Lance retired from professional cycling in February of 2011.

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