Today, Sporting Kansas City revealed that their $200 million stadium project in Village West will be named after LIVESTRONG, the cancer-fighting brand made famous by Lance Armstrong and everybody’s favorite yellow wristbands. LIVESTRONG Sporting Park will be the first stadium to grant stadium naming rights to a nonprofit organization. A fellow football club (I am trying to become a fan so I’m allowed to use the correct terminology), FC Barcelona, has a five year partnership with UNICEF, but SKC is definitely raising and establishing the new bar for cause marketing in professional sports.