March 9, 2011

LIVESTRONG Becomes First Nonprofit to Entitle a Professional Sports Stadium

In keeping with its innovative approach to nonprofit management, LIVESTRONG announced that it has partnered with Kansas City-based Sporting Club to name its stadium and event complex “LIVESTRONG Sporting Park.” Sporting Club, the parent organization of Sporting Kansas City of Major League Soccer, will host a variety of sports and entertainment events at the new stadium, including all home matches for the soccer team.

Through this unique partnership, fans will join the fight against cancer every time they support their teams or enjoy memorable performances at the venue.

LIVESTRONG is the brand of the Lance Armstrong Foundation, created in 1997 by the cancer survivor and champion cyclist to serve people living with cancer and empower communities to take action. For the duration of the agreement, a portion of all stadium revenues, including ticket sales and concessions, will fund the foundation’s advocacy work. The partnership will also help launch the development of local cancer survivorship services for Kansas City residents.

 To read more about the new partnership, click here