The NFL kicked off the 2016 season Thursday at Sports Authority Field in Denver, a rematch of Super Bowl 50 between the Broncos and Panthers. But the real winners this year could be stockholders of the companies who own naming rights to stadiums around the country.
Research has shown that a sports team's on-field performance can have a dramatic effect on the share price of a company with its name slapped on a venue, sometimes making up in market capitalization the entire cost of a multiyear stadium-naming deal. A pair of researchers from the University of Connecticut wrote a paper to be published in 2017 in the "Critical Finance Review" that will suggest that up to 127 basis points (1.27 percent) of market capitalization can accrue to a company directly as a result of having its name on the side of a stadium — but only under certain circumstances.