Lance Armstrong, Sporting Kansas City announce Livestrong stadium-naming deal

As if those ubiquitous yellow rubber bracelets weren’t enough of a marketing tool, Livestrong, Lance Armstrong‘s cancer research nonprofit, now can add stadium-naming rights to its name-recognition arsenal.

Inside of the nearly complete new Sporting Kansas City arena on Tuesday, the club and the seven-time Tour de France champion announced a unique deal that will name the team’s posh new 18,000-seat digs Livestrong Sporting Park, and give Armstrong’s organization a portion of all stadium revenue including ticket and concession sales.  

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