Hospital eyes possible $50M stadium naming deal

A Louisiana hospital is eyeing a stadium naming rights deal that could cost as much as $50 million over a decade, the Advocate in Baton Rouge, La., reported.

Baton Rouge-based Our Lady of the Lake Medical Center is in talks to acquire the naming rights for a planned $400 million sports arena for Baton Rouge-based Louisiana State University, according to the July 16 story.

“This is a generational project for the Baton Rouge community and economy,” E.J. Kuiper, president and CEO of parent system, Baton Rouge-based Franciscan Missionaries of Our Lady Health System, wrote in an email to employees July 11, per LouisianaSports.net. “Clinical care, economics, and social circumstances all contribute to the health and vibrancy of our region. While no formal agreement has been reached, we have been in discussions as a potential anchor investor for this project.” 

A November 2024 draft document from LSU states that a proposal with an “existing naming prospect” would cost $5 million a year over 10 years, the Advocate reported. A hospital spokesperson told the news outlet that “terms are still under negotiation.”

“While a partner of Our Lady of the Lake Health’s stature would clearly benefit the arena project and the region, LSU will not comment directly on potential naming rights agreements or other arena-related negotiations as none have been finalized or presented to the board or university leadership for approval,” an LSU spokesperson emailed the publication.