by Charlie Evans, MD Talisman

Naming rights for stadiums and arenas are an increasingly popular way for major brands to increase their visibility, build reputation, and connect with their target audience. These agreements, which see brands paying to have their name associated with a popular sports venue, can provide a range of benefits for both the brand and the stadium owner.

Naming rights for stadiums and arenas are an increasingly popular way for major brands to increase their visibility, build reputation, and connect with their target audience. These agreements, which see brands paying to have their name associated with a popular sports venue, can provide a range of benefits for both the brand and the stadium owner. From increased brand awareness and recognition to new revenue streams and enhanced reputation, naming rights can be a powerful tool for brands looking to boost their bottom line and connect with their target audience.

Let’s take a closer look at the three main benefits in greater detail:

Increased Brand Visibility & Recognition

Naming rights provide a brand with significant exposure and visibility, as the stadium's name is often prominently displayed and frequently mentioned in media coverage of events held at the venue.

Enhanced Brand Reputation

Associating a brand with a popular and well-respected sports venue can enhance the brand's reputation and appeal to consumers.

Opportunities for Promotional & Marketing Activities

Naming rights often come with additional opportunities for a brand to engage with fans and promote its products and services, such as in-stadium advertising, signage, and other marketing activities.

Some notable naming rights deal that have set the benchmark!

Naming rights provide a brand with significant exposure and visibility, as the stadium's name is often prominently displayed and frequently mentioned in media coverage of events held at the venue. This can lead to increased brand awareness and recognition among the general public, as well as sports fans.

Examples of notable naming rights deals around the world that have achieved this include:

• AT&T Stadium in Arlington, Texas, home of the Dallas Cowboys, which is one of the most recognizable stadiums in the world.
• Mercedes-Benz Stadium in Atlanta, Georgia, home of the Atlanta Falcons and Atlanta United, which is a state-of-the-art facility that has received international attention.
• Emirates Stadium in London, England, home of Arsenal F.C., which is one of the most famous stadiums in the world and has been a major source of brand visibility for the Dubai-based airline.
• MetLife Stadium in East Rutherford, New Jersey, home of the New York Giants and New York Jets, which is one of the largest stadiums in the United States and has been a major source of brand visibility for the insurance company.

These examples demonstrate how naming rights can provide a brand with significant visibility and recognition, which can be beneficial for increasing brand awareness and reputation.

CASE STUDY | AT&T Stadium

AT&T Stadium, also known as Jerry World, is the home of the Dallas Cowboys, one of the most popular and successful sports franchises in the world. The stadium is located in Arlington, Texas and has a seating capacity of over 80,000. The stadium is known for its state-of-the-art amenities, including a high-definition video board, luxury suites, and a variety of dining and entertainment options.

AT&T acquired the naming rights to the stadium in 2013, and since then, the brand has been able to extract significant value from the partnership. One of the main benefits for AT&T has been increased brand visibility and recognition, as the stadium's name is prominently displayed and frequently mentioned in media coverage of events held at the venue.

"This includes not only Cowboys games, but also high-profile events such as the Super Bowl, college football games, and concerts."

Additionally, AT&T has been able to leverage the partnership to engage with fans and promote its products and services. This includes in-stadium advertising, signage, and other marketing activities. AT&T has also been able to use the partnership to enhance its reputation as an innovative and forward-thinking company, as the stadium is known for its cutting-edge technology and amenities.

In addition to these benefits, AT&T has also been able to use the partnership to create new revenue streams. This includes the sale of naming rights to specific areas of the stadium and the sale of sponsorship packages.

Overall, the partnership between AT&T and the Dallas Cowboys has been a success for both parties, with AT&T able to extract significant value from the partnership in terms of increased brand visibility, enhanced reputation, and new revenue streams.

A 7-step strategy for stadium owners to

use when considering brand partners

for naming rights deals.

A stadium owner should follow a strategic approach when selecting and considering brand partners for naming rights deals. Here are a few key elements that a stadium owner could consider when developing a strategy:

1. Alignment of brand values: The stadium owner should select a brand that aligns with the values and mission of the stadium and the sports team. This will help to ensure that the partnership is a natural fit and that the brand's message and image will be positively associated with the stadium.
2. Consider the target audience: The stadium owner should consider the target audience of the stadium and the sports team, as well as the target audience of the brand. This will help to ensure that the partnership will be relevant and appealing to the target audience, which can help to increase engagement and support.
3. Look for long-term partnerships: The stadium owner should seek out long-term partnerships with brands, as these agreements tend to be more beneficial for both parties. This is because long-term partnerships provide a brand with a consistent source of visibility and recognition over a period of time, and it also provides the stadium owner with a reliable source of revenue.
4. Evaluate the brand's reputation: The stadium owner should evaluate the brand's reputation and image, including its track record of corporate social responsibility and customer satisfaction. This will help to ensure that the brand's reputation aligns with the reputation of the stadium and sports team, which can help to increase the positive impact of the partnership.
5. Evaluate the brand's marketing strategy: The stadium owner should consider the brand's marketing strategy, including their approach to sponsorships and advertising, this will ensure that the brand's marketing approach aligns with the stadium's strategy to increase the impact of the partnership.
6. Negotiate mutually beneficial terms: The stadium owner should negotiate mutually beneficial terms that will benefit both the stadium and the brand. This can include clauses for in-stadium advertising, signage, and other marketing activities that will provide the brand with exposure and recognition, as well as clauses for revenue sharing and exclusivity.
7. Review and evaluate regularly: The stadium owner should regularly review and evaluate the partnership to ensure that it is meeting the goals and objectives of both parties. This will help to identify opportunities for improvement and to make any necessary adjustments to the partnership.

By following this strategy, a stadium owner can select and consider brand partners that align with the values and mission of the stadium, are relevant to the target audience, and have a positive reputation. This will help to ensure that the partnership is mutually beneficial and will maximize the value of the naming rights deal for both the stadium owner and the brand.

Please get in touch with our Stadium & Arenas specialist for a confidential discussion around your next project.

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