Missouri is making a bold move with its football future in mind. On Tuesday, the university announced it’s officially exploring corporate naming rights for Memorial Stadium - a landmark decision that signals how seriously Mizzou is investing in its long-term competitiveness, both in the SEC and on the national stage.
“This is another incredible opportunity to position Mizzou Athletics for the future,” said athletic director Laird Veatch. And he’s not wrong.
As college athletics continues to evolve - with NIL, conference realignment, and ever-expanding revenue streams changing the landscape - this move is about more than just a name on a stadium. It’s about keeping pace with the power players.
Memorial Stadium, which has stood for nearly a century, is steeped in tradition. But as Veatch emphasized, the program’s “Will to Win” includes a commitment to aggressive investment - not just in facilities, but in the ability to recruit, retain, and compete at the highest level. That means tapping into new revenue opportunities, and naming rights are one of the most valuable assets a program can leverage.
To guide the process, Mizzou is partnering with Intersect Partners, a firm with a national reputation for connecting athletic departments with corporate brands. The goal here isn’t just to slap a logo on the stadium - it’s to find a partner whose values and vision align with the university and its athletics program.
Deputy athletic director Eric Morrison will lead the charge internally, working closely with Intersect and Mizzou Sports Properties to identify the right fit. If that partner is found, the plan is to remove “Memorial” from the stadium’s official name - a significant change, but one the university is approaching with care.
That’s where the balance comes in. Mizzou is making it clear that honoring the stadium’s historical roots - particularly its tribute to veterans - remains a priority. The university plans to work closely with veterans groups, campus leaders, and community stakeholders to ensure that legacy isn’t just preserved, but elevated in meaningful new ways.
“We appreciate the meaningful dialogue we have had with key stakeholders, including multiple veterans groups and military representatives,” Veatch said. “We are excited to develop plans with them to honor and recognize their service in new and meaningful ways.”
At the same time, the university is positioning itself to capitalize on what Veatch called an “incredibly valuable branding opportunity.” In today’s college sports economy, that kind of move isn’t just smart - it’s necessary.
As the process unfolds, Mizzou Athletics will share more details. But make no mistake: this is a strategic play aimed at ensuring Missouri isn’t just part of the conversation in the SEC - it’s leading it.