Missouri Athletics is taking a major step toward reshaping the future of its football program by attempting to sell the naming rights to Memorial Stadium. The nearly 100-year-old venue, long considered a cornerstone of Mizzou tradition, could soon carry a corporate-sponsored name as part of a broader financial strategy aimed at strengthening the department’s competitive position in the Southeastern Conference.
University officials announced that Mizzou has partnered with Intersect Partners, a nationally experienced sports property sales firm, to help identify and secure a naming rights partner. The move signals a clear commitment to increasing revenue streams at a time when college athletics continues to evolve rapidly, particularly with the growing financial demands of NIL, facility upgrades, and SEC competition.
According to Athletic Director Laird Veatch, the initiative reflects the program’s “Will to Win” philosophy. Veatch emphasized that as Memorial Stadium enters its second century, Missouri must be aggressive and forward-thinking in order to recruit top talent, retain key contributors, and compete for championships on a national level. The naming rights deal is viewed as a critical piece of that long-term investment strategy.
Once an agreement is finalized, the university plans to remove “Memorial” from the stadium’s official name. However, Mizzou Athletics made it clear that efforts are already underway to develop new and meaningful ways to honor the stadium’s historic roots. School leaders say they will consult with veterans groups, campus officials, stakeholders, and the eventual naming partner to ensure the tribute to the stadium’s original intent remains respectful and enduring.
Memorial Stadium first opened in 1926 and has been home to generations of Missouri football memories. The facility is currently undergoing significant renovations, further signaling the university’s push to modernize its athletic infrastructure. The potential naming change would mark one of the most significant shifts in the venue’s history.
While some fans may view the decision as a departure from tradition, the move reflects a growing trend across college athletics. As financial pressures mount and conference competition intensifies, programs nationwide are turning to corporate partnerships to stay relevant. For Mizzou, selling the naming rights to Memorial Stadium represents both a business decision and a statement about its ambitions in the SEC era.