Missouri’s home football stadium is already set for a major physical transformation – and now, a name change could be next.
The University of Missouri athletic department has announced that it will pursue a corporate naming rights partner for Memorial Stadium as the venue approaches its 100th year as the home of Mizzou football. The stadium is currently undergoing a significant renovation as it enters its second century.
According to a university news release, Missouri has hired Intersect Partners to assist in securing a naming rights sponsor. Deputy director of athletics Eric Morrison will oversee the process alongside the sports property sales firm and Mizzou Sports Properties.
“This is another incredible opportunity to position Mizzou Athletics for the future,” athletic director Laird Veatch said. “Memorial Stadium enters its second century as college athletics continues to evolve rapidly. Securing naming rights reflects our ‘Will to Win,’ which includes a commitment to investing aggressively in our ability to recruit, retain and compete for championships, while also being thoughtful and intentional in honouring our past.”
The move is the latest step by the university to generate revenue in a rapidly shifting collegiate athletics landscape. In recent seasons, both Faurot Field and Norm Stewart Court have added on-field and on-court sponsorships.
Universities can now share $20.5 million annually with student-athletes under a revenue-sharing framework that emerged from the House vs. NCAA settlement last summer. That figure is expected to increase over time.
Mizzou Athletics reported a $9.1 million deficit for the 2025 fiscal year, according to its NCAA Membership Financial Reporting System report. However, the department reduced its operating deficit by more than $6 million compared with fiscal year 2024. The university also set records for both revenue and expenses in FY2025, reflecting the rising costs of college sports. Stadium naming rights would represent a significant new revenue stream.
Once a partner is secured, the university plans to remove “Memorial” from the stadium’s name. However, officials said they are “actively planning new, meaningful opportunities to honour and preserve the historic origins and intent behind the Memorial designation.” The school will consult veterans groups, athletics stakeholders and university leadership as part of that process.
Memorial Stadium opened in 1926 and has undergone multiple renovations and expansions over the past century. A $250 million renovation of the north concourse is scheduled for completion ahead of the 2026 season. The project will add premium seating above the north end zone of Faurot Field. Construction has been ongoing since a groundbreaking ceremony in November 2024.
Missouri would not be the first SEC programme to sell stadium naming rights. Vanderbilt partnered with FirstBank in 2022, Kentucky’s venue has been Kroger Field since 2017, and Arkansas recently worked with Learfield to secure new naming rights for its stadium.
