diff --git a/instrumentation/active_support/lib/opentelemetry/instrumentation/active_support/span_subscriber.rb b/instrumentation/active_support/lib/opentelemetry/instrumentation/active_support/span_subscriber.rb
index 66f1f96a2..8a98e3efb 100644
--- a/instrumentation/active_support/lib/opentelemetry/instrumentation/active_support/span_subscriber.rb
+++ b/instrumentation/active_support/lib/opentelemetry/instrumentation/active_support/span_subscriber.rb
@@ -65,16 +65,17 @@ class SpanSubscriber
 
         # rubocop:disable Metrics/ParameterLists
         def initialize(name:, tracer:, notification_payload_transform: nil, disallowed_notification_payload_keys: nil, kind: nil, span_name_formatter: nil)
-          @span_name = safe_span_name_for(span_name_formatter, name).dup.freeze
+          @name = name
           @tracer = tracer
           @notification_payload_transform = notification_payload_transform
           @disallowed_notification_payload_keys = Array(disallowed_notification_payload_keys)
           @kind = kind || :internal
+          @span_name_formatter = span_name_formatter
         end
         # rubocop:enable Metrics/ParameterLists
 
         def start(name, id, payload)
-          span = @tracer.start_span(@span_name, kind: @kind)
+          span = @tracer.start_span(span_name(name).dup.freeze, kind: @kind)
           token = OpenTelemetry::Context.attach(
             OpenTelemetry::Trace.context_with_span(span)
           )
@@ -137,11 +138,20 @@ def sanitized_value(value)
           end
         end
 
+        def span_name(name)
+          case @name
+          when Regexp
+            safe_span_name_for(name)
+          else
+            @span_name ||= safe_span_name_for(@name)
+          end
+        end
+
         # Helper method to try an shield the span name formatter from errors
         #
         # It wraps the user supplied formatter in a rescue block and returns the original name if a StandardError is raised by the formatter
-        def safe_span_name_for(span_name_formatter, name)
-          span_name_formatter&.call(name) || name
+        def safe_span_name_for(name)
+          @span_name_formatter&.call(name) || name
         rescue StandardError => e
           OpenTelemetry.handle_error(exception: e, message: 'Error calling span_name_formatter. Using default span name.')
           name
diff --git a/instrumentation/active_support/test/opentelemetry/instrumentation/active_support/span_subscriber_test.rb b/instrumentation/active_support/test/opentelemetry/instrumentation/active_support/span_subscriber_test.rb
index f42141afb..0e2c75269 100644
--- a/instrumentation/active_support/test/opentelemetry/instrumentation/active_support/span_subscriber_test.rb
+++ b/instrumentation/active_support/test/opentelemetry/instrumentation/active_support/span_subscriber_test.rb
@@ -205,123 +205,226 @@ def finish(name, id, payload)
   end
 
   describe 'instrument' do
-    before do
-      ActiveSupport::Notifications.unsubscribe(notification_name)
+    after do
+      ActiveSupport::Notifications.notifier.all_listeners_for(notification_name).each do |listener|
+        ActiveSupport::Notifications.unsubscribe(listener)
+      end
     end
 
-    it 'does not trace an event by default' do
-      ActiveSupport::Notifications.subscribe(notification_name) do
-        # pass
+    describe 'when subscribing to events directly' do
+      it 'does not trace an event by default' do
+        ActiveSupport::Notifications.subscribe(notification_name) do
+          # pass
+        end
+        ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+        _(last_span).must_be_nil
       end
-      ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
-      _(last_span).must_be_nil
-    end
 
-    it 'traces an event when a span subscriber is used' do
-      OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name)
-      ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+      it 'traces an event when a span subscriber is used' do
+        OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name)
+        ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
 
-      _(last_span).wont_be_nil
-      _(last_span.name).must_equal(notification_name)
-      _(last_span.attributes['extra']).must_equal('context')
-      _(last_span.kind).must_equal(:internal)
-    end
+        _(last_span).wont_be_nil
+        _(last_span.name).must_equal(notification_name)
+        _(last_span.attributes['extra']).must_equal('context')
+        _(last_span.kind).must_equal(:internal)
+      end
 
-    describe 'when using a custom span name formatter' do
-      describe 'when using the LEGACY_NAME_FORMATTER' do
-        let(:span_name_formatter) { OpenTelemetry::Instrumentation::ActiveSupport::LEGACY_NAME_FORMATTER }
-        it 'uses the user supplied formatter' do
-          OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name, nil, nil, span_name_formatter: span_name_formatter)
-          ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+      describe 'when using a custom span name formatter' do
+        describe 'when using the LEGACY_NAME_FORMATTER' do
+          let(:span_name_formatter) { OpenTelemetry::Instrumentation::ActiveSupport::LEGACY_NAME_FORMATTER }
+          it 'uses the user supplied formatter' do
+            OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name, nil, nil, span_name_formatter: span_name_formatter)
+            ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+
+            _(last_span).wont_be_nil
+            _(last_span.name).must_equal('foo bar')
+            _(last_span.attributes['extra']).must_equal('context')
+          end
+        end
 
-          _(last_span).wont_be_nil
-          _(last_span.name).must_equal('foo bar')
-          _(last_span.attributes['extra']).must_equal('context')
+        describe 'when using a custom formatter' do
+          let(:span_name_formatter) { ->(name) { "custom.#{name}" } }
+
+          it 'uses the user supplied formatter' do
+            OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name, nil, nil, span_name_formatter: span_name_formatter)
+            ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+
+            _(last_span).wont_be_nil
+            _(last_span.name).must_equal('custom.bar.foo')
+            _(last_span.attributes['extra']).must_equal('context')
+          end
         end
-      end
 
-      describe 'when using a custom formatter' do
-        let(:span_name_formatter) { ->(name) { "custom.#{name}" } }
+        describe 'when using a invalid formatter' do
+          it 'defaults to the notification name' do
+            OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name, nil, nil, span_name_formatter: ->(_) {})
+            ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
 
-        it 'uses the user supplied formatter' do
-          OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name, nil, nil, span_name_formatter: span_name_formatter)
-          ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+            _(last_span).wont_be_nil
+            _(last_span.name).must_equal(notification_name)
+            _(last_span.attributes['extra']).must_equal('context')
+          end
+        end
+
+        describe 'when using a unstable formatter' do
+          it 'defaults to the notification name' do
+            allow(OpenTelemetry).to receive(:handle_error).with(exception: RuntimeError, message: String)
+
+            OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name, nil, nil, span_name_formatter: ->(_) { raise 'boom' })
+            ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
 
-          _(last_span).wont_be_nil
-          _(last_span.name).must_equal('custom.bar.foo')
-          _(last_span.attributes['extra']).must_equal('context')
+            _(last_span).wont_be_nil
+            _(last_span.name).must_equal(notification_name)
+            _(last_span.attributes['extra']).must_equal('context')
+          end
         end
       end
 
-      describe 'when using a invalid formatter' do
-        it 'defaults to the notification name' do
-          OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name, nil, nil, span_name_formatter: ->(_) {})
+      it 'finishes spans even when block subscribers blow up' do
+        ActiveSupport::Notifications.subscribe(notification_name) { raise 'boom' }
+        OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name)
+
+        expect do
           ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+        end.must_raise RuntimeError
 
-          _(last_span).wont_be_nil
-          _(last_span.name).must_equal(notification_name)
-          _(last_span.attributes['extra']).must_equal('context')
-        end
+        _(last_span).wont_be_nil
+        _(last_span.name).must_equal(notification_name)
+        _(last_span.attributes['extra']).must_equal('context')
       end
 
-      describe 'when using a unstable formatter' do
-        it 'defaults to the notification name' do
-          allow(OpenTelemetry).to receive(:handle_error).with(exception: RuntimeError, message: String)
+      it 'finishes spans even when complex subscribers blow up' do
+        ActiveSupport::Notifications.subscribe(notification_name, CrashingEndSubscriber.new)
+        OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name)
 
-          OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name, nil, nil, span_name_formatter: ->(_) { raise 'boom' })
+        expect do
           ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+        end.must_raise RuntimeError
 
-          _(last_span).wont_be_nil
-          _(last_span.name).must_equal(notification_name)
-          _(last_span.attributes['extra']).must_equal('context')
-        end
+        _(last_span).wont_be_nil
+        _(last_span.name).must_equal(notification_name)
+        _(last_span.attributes['extra']).must_equal('context')
       end
-    end
 
-    it 'finishes spans even when block subscribers blow up' do
-      ActiveSupport::Notifications.subscribe(notification_name) { raise 'boom' }
-      OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name)
+      it 'supports unsubscribe' do
+        obj = OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name)
+        ActiveSupport::Notifications.unsubscribe(obj)
 
-      expect do
         ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
-      end.must_raise RuntimeError
 
-      _(last_span).wont_be_nil
-      _(last_span.name).must_equal(notification_name)
-      _(last_span.attributes['extra']).must_equal('context')
+        _(obj.class).must_equal(ActiveSupport::Notifications::Fanout::Subscribers::Evented)
+        _(last_span).must_be_nil
+      end
+
+      it 'supports setting the span kind' do
+        OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, 'bar.foo', nil, [], kind: :client)
+        ActiveSupport::Notifications.instrument('bar.foo', extra: 'context')
+
+        _(last_span).wont_be_nil
+        _(last_span.name).must_equal('bar.foo')
+        _(last_span.attributes['extra']).must_equal('context')
+        _(last_span.kind).must_equal(:client)
+      end
     end
 
-    it 'finishes spans even when complex subscribers blow up' do
-      ActiveSupport::Notifications.subscribe(notification_name, CrashingEndSubscriber.new)
-      OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name)
+    describe 'when subscribing to events matching a regular expression' do
+      let(:notification_pattern) { /.*\.foo/ }
 
-      expect do
+      it 'does not trace an event by default' do
+        ActiveSupport::Notifications.subscribe(notification_pattern) do
+          # pass
+        end
         ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
-      end.must_raise RuntimeError
+        _(last_span).must_be_nil
+      end
 
-      _(last_span).wont_be_nil
-      _(last_span.name).must_equal(notification_name)
-      _(last_span.attributes['extra']).must_equal('context')
-    end
+      it 'traces an event when a span subscriber is used' do
+        OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_pattern)
+        ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
 
-    it 'supports unsubscribe' do
-      obj = OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_name)
-      ActiveSupport::Notifications.unsubscribe(obj)
+        _(last_span).wont_be_nil
+        _(last_span.name).must_equal(notification_name)
+        _(last_span.attributes['extra']).must_equal('context')
+        _(last_span.kind).must_equal(:internal)
+      end
 
-      ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+      describe 'when using a custom span name formatter' do
+        describe 'when using the LEGACY_NAME_FORMATTER' do
+          let(:span_name_formatter) { OpenTelemetry::Instrumentation::ActiveSupport::LEGACY_NAME_FORMATTER }
+          it 'uses the user supplied formatter' do
+            OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_pattern, nil, nil, span_name_formatter: span_name_formatter)
+            ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+
+            _(last_span).wont_be_nil
+            _(last_span.name).must_equal('foo bar')
+            _(last_span.attributes['extra']).must_equal('context')
+          end
+        end
 
-      _(obj.class).must_equal(ActiveSupport::Notifications::Fanout::Subscribers::Evented)
-      _(last_span).must_be_nil
-    end
+        describe 'when using a custom formatter' do
+          let(:span_name_formatter) { ->(name) { "custom.#{name}" } }
 
-    it 'supports setting the span kind' do
-      OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, 'bar.foo', nil, [], kind: :client)
-      ActiveSupport::Notifications.instrument('bar.foo', extra: 'context')
+          it 'uses the user supplied formatter' do
+            OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_pattern, nil, nil, span_name_formatter: span_name_formatter)
+            ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
 
-      _(last_span).wont_be_nil
-      _(last_span.name).must_equal('bar.foo')
-      _(last_span.attributes['extra']).must_equal('context')
-      _(last_span.kind).must_equal(:client)
+            _(last_span).wont_be_nil
+            _(last_span.name).must_equal('custom.bar.foo')
+            _(last_span.attributes['extra']).must_equal('context')
+          end
+        end
+
+        describe 'when using a invalid formatter' do
+          it 'defaults to the notification name' do
+            OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_pattern, nil, nil, span_name_formatter: ->(_) {})
+            ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+
+            _(last_span).wont_be_nil
+            _(last_span.name).must_equal(notification_name)
+            _(last_span.attributes['extra']).must_equal('context')
+          end
+        end
+
+        describe 'when using a unstable formatter' do
+          it 'defaults to the notification name' do
+            allow(OpenTelemetry).to receive(:handle_error).with(exception: RuntimeError, message: String)
+
+            OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_pattern, nil, nil, span_name_formatter: ->(_) { raise 'boom' })
+            ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+
+            _(last_span).wont_be_nil
+            _(last_span.name).must_equal(notification_name)
+            _(last_span.attributes['extra']).must_equal('context')
+          end
+        end
+      end
+
+      it 'finishes spans even when block subscribers blow up' do
+        ActiveSupport::Notifications.subscribe(notification_pattern) { raise 'boom' }
+        OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_pattern)
+
+        expect do
+          ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+        end.must_raise RuntimeError
+
+        _(last_span).wont_be_nil
+        _(last_span.name).must_equal(notification_name)
+        _(last_span.attributes['extra']).must_equal('context')
+      end
+
+      it 'finishes spans even when complex subscribers blow up' do
+        ActiveSupport::Notifications.subscribe(notification_pattern, CrashingEndSubscriber.new)
+        OpenTelemetry::Instrumentation::ActiveSupport.subscribe(tracer, notification_pattern)
+
+        expect do
+          ActiveSupport::Notifications.instrument(notification_name, extra: 'context')
+        end.must_raise RuntimeError
+
+        _(last_span).wont_be_nil
+        _(last_span.name).must_equal(notification_name)
+        _(last_span.attributes['extra']).must_equal('context')
+      end
     end
   end
 end