April 27 – MLS side FC Cincinnati has sold naming rights to their new $250 million stadium to Total Quality Logistics (TQL), a Cincinnati business.
The 26,000-capacity stadium which opens May 1, will be named the TQL Stadium in what is described as a “multi-year naming rights partnership”. No value was given for the deal.
The naming rights package includes exterior and interior signage, a seating zone, a branded bar area and employee engagement opportunities. The stadium’s lighting technology will feature the TQL logo moving across the stadium exterior.
Jeff Berding, FC Cincinnati president, said: “There are a lot of synergies that make this alliance between TQL and FCC a perfect match and are reflected throughout the stadium – from the fin lighting to the TQL beer district. Like FCC, TQL is a leader in a growing sector and operates on national and international stages. The long-term stadium naming rights deal is important to the club’s growth and ability to attract top players to Cincinnati.”
A privately-funded soccer-specific stadium, designed by Populous, TQL Stadium’s closest seats are 15 feet from the pitch. The design includes 53 traditional suites and 4,500 premium seats throughout four premium club spaces. The club’s more vocal supporters section, The Bailey, will have more than 3,100 strong and loom over opponents at a 34-degree angle at the stadium’s north end.
Ultimately the ambition is to host Concacaf events.
“TQL Stadium is an investment in Cincinnati,” said TQL President Kerry Byrne. “The city means a great deal to us. It is where we were founded and have been headquartered since 1997 — we are thrilled to have one of the most incredible stadiums in the country here, which will now have our name on it.
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