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..2f7df00db 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
@@ -27,7 +27,7 @@ def self.subscribe(
         span_name_formatter: nil
       )
         subscriber = OpenTelemetry::Instrumentation::ActiveSupport::SpanSubscriber.new(
-          name: pattern,
+          pattern: pattern,
           tracer: tracer,
           notification_payload_transform: notification_payload_transform,
           disallowed_notification_payload_keys: disallowed_notification_payload_keys,
@@ -64,17 +64,18 @@ class SpanSubscriber
         ALWAYS_VALID_PAYLOAD_TYPES = [TrueClass, FalseClass, String, Numeric, Symbol].freeze
 
         # 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
+        def initialize(pattern:, tracer:, notification_payload_transform: nil, disallowed_notification_payload_keys: nil, kind: nil, span_name_formatter: nil)
+          @pattern = pattern
           @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(safe_span_name_for(name), kind: @kind)
           token = OpenTelemetry::Context.attach(
             OpenTelemetry::Trace.context_with_span(span)
           )
@@ -140,8 +141,8 @@ def sanitized_value(value)
         # 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..87f562362 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
@@ -15,7 +15,7 @@
   let(:notification_name) { 'bar.foo' }
   let(:subscriber) do
     OpenTelemetry::Instrumentation::ActiveSupport::SpanSubscriber.new(
-      name: notification_name,
+      pattern: notification_name,
       tracer: tracer,
       kind: span_kind
     )
@@ -35,14 +35,9 @@ def finish(name, id, payload)
     instrumentation.install({})
   end
 
-  it 'memoizes the span name' do
-    span, = subscriber.start('oh.hai', 'abc', {})
-    _(span.name).must_equal(notification_name)
-  end
-
   it 'uses the provided tracer' do
     subscriber = OpenTelemetry::Instrumentation::ActiveSupport::SpanSubscriber.new(
-      name: 'oh.hai',
+      pattern: 'oh.hai',
       tracer: OpenTelemetry.tracer_provider.tracer('foo')
     )
     span, = subscriber.start('oh.hai', 'abc', {})
@@ -116,7 +111,7 @@ def finish(name, id, payload)
   describe 'instrumentation option - disallowed_notification_payload_keys' do
     let(:subscriber) do
       OpenTelemetry::Instrumentation::ActiveSupport::SpanSubscriber.new(
-        name: notification_name,
+        pattern: notification_name,
         tracer: tracer,
         notification_payload_transform: nil,
         disallowed_notification_payload_keys: [:foo]
@@ -154,7 +149,7 @@ def finish(name, id, payload)
     let(:transformer_proc) { ->(v) { v.transform_values { 'optimus prime' } } }
     let(:subscriber) do
       OpenTelemetry::Instrumentation::ActiveSupport::SpanSubscriber.new(
-        name: notification_name,
+        pattern: notification_name,
         tracer: tracer,
         notification_payload_transform: transformer_proc,
         disallowed_notification_payload_keys: [:foo]
@@ -205,123 +200,238 @@ def finish(name, id, payload)
   end
 
   describe 'instrument' do
-    before do
-      ActiveSupport::Notifications.unsubscribe(notification_name)
+    after do
+      ActiveSupport::Notifications.notifier.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
+
+        describe 'when using a custom formatter' do
+          let(:span_name_formatter) { ->(name) { "custom.#{name}" } }
 
-          _(last_span).wont_be_nil
-          _(last_span.name).must_equal('foo bar')
-          _(last_span.attributes['extra']).must_equal('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('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
 
-          _(last_span).wont_be_nil
-          _(last_span.name).must_equal('custom.bar.foo')
-          _(last_span.attributes['extra']).must_equal('context')
+        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(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
+        # This scenario cannot be exercised reliably on Active Support < 7.0 since the #finish method
+        # will never be called by the notifier if another subscriber raises an error.
+        #
+        # See this PR for additional details: https://github.com/rails/rails/pull/43282
+        skip 'Notifications will be broken in this scenario on Active Support < 7.0' if ActiveSupport.version < Gem::Version.new('7.0')
+
+        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
+        # This scenario cannot be exercised reliably on Active Support < 7.0 since the #finish method
+        # will never be called by the notifier if another subscriber raises an error.
+        #
+        # See this PR for additional details: https://github.com/rails/rails/pull/43282
+        skip 'Notifications will be broken in this scenario on Active Support < 7.0' if ActiveSupport.version < Gem::Version.new('7.0')
+
+        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