Just days before the new West End stadium welcomes first supporters, it receives its official commercial name. It’s TQL Stadium from now on.
Earlier today FC Cincinnati and Total Quality Logistics (TQL) announced a multi-year naming rights deal for the club’s first soccer-specific stadium. The deal’s value or duration haven’t been revealed today, however they’re said to be on the more expensive and longer sides when compared to MLS’ average of $3-4m annually and 10-15 years.
It’s no wonder the venue attracted a lucrative deal, after all it’s one of the league’s largest and FC Cincy have built an impressive fanbase over the several years. In fact, partnership between the club and TQL began in 2018, when the company bought a private box at Nippert Stadium. Talks about further engagement were ongoing since then, gaining momentum in 2020.
As part of the deal TQL will receive signage across the stadium. There will also be a TQL bar in the stadium and a TQL fan seating area. The company will be able to host events at the stadium, too. Along with Mercy Health, TQL is now one of two biggest sponsors of FC Cincinnati.
The new $250-million facility able to hold 26,000 supporters, with most seats sold out already. Its official opening is scheduled for next weekend, May 1. The first MLS game, however, will come two weeks later, when Cincinnati take on CF Inter Miami on May 16. By all accounts, both sides wanted to finalise the contract before opening, so that the naming is official from the very premiere of the stadium.