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Packers Weigh Selling Lambeau Field Naming Rights
Team President Considers Corporate Sponsorship to Boost Revenue
Mar. 18, 2026 at 10:05am
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The Green Bay Packers, the NFL's only publicly-owned team, are considering selling the naming rights to their historic Lambeau Field stadium. Packers President and CEO Ed Policy says the team is looking for new revenue streams, which could include a lucrative corporate sponsorship deal for the stadium's name.
Why it matters
Lambeau Field is one of the most iconic and historic venues in the NFL, known for its passionate fan base and the team's unique community-owned structure. Changing the stadium's name would be a significant shift for the Packers, who have resisted commercializing their brand in the past.
The details
Policy told Sports Business Journal that the team is not looking to change the Lambeau Field name "any time soon," but may be more aggressive in pursuing other corporate sponsorship opportunities, such as for the team's training facilities and the Titletown development. The Packers could potentially secure $25 million or more per year in a naming rights deal, based on recent agreements for other NFL stadiums.
- In 2011, the Packers sold public shares for $250 each to raise $67.4 million for Lambeau Field expansions.
The players
Ed Policy
President and CEO of the Green Bay Packers.
Curly Lambeau
The founder and namesake of Lambeau Field, the home stadium of the Green Bay Packers.
What they’re saying
“That's not a threshold we're looking to cross any time soon, but we might be a little more aggressive with some of the other entitlement inventory we just hadn't taken advantage of in the past, including things like training facility entitlements and the Titletown campus.”
— Ed Policy, President and CEO, Green Bay Packers
What’s next
The Packers will continue to evaluate potential corporate sponsorship opportunities, but have not indicated any immediate plans to change the Lambeau Field name.
The takeaway
The Packers' consideration of selling Lambeau Field's naming rights highlights the increasing commercialization of the NFL, even for a team with a unique community-owned structure. While the Packers may need to generate more revenue, changing the iconic Lambeau name would be a significant shift for the franchise and its passionate fan base.
