Most organizations pay large sums of money to have their name added to a sports stadium or other structure. However, last month, Lance Armstrongâ€™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.
â€œProfessional sports provide a powerful vehicle to affect positive change in the world,â€ Armstrong said. â€œLivestrongâ€™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.â€
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.