13-1 Chapter 13 Venue Naming Rights McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved

13-2 Venue Naming Rights Building Sponsorship Sponsor Pays to Have Its Name Attached to a Facility for A Specified Period of Time Many Types of Facilities beyond Sports Also Driven by ROI

13-3 Brief Historical Perspective Early Ego-Driven Motives 1973 – Rich Stadium for NFL’s Buffalo Bills ($1.5 million over 25 Years) Percent of US Professional Teams Playing in Venues with Corporate Sponsor –30% in 1997 –70% in 2002

13-4 Benefits for Four Entities Benefits for the Fans Benefits for the Community at Large Benefits for the Resident Organization Benefits for the Sponsor

13-5 Benefits for the Fans – Often Involves New Facility Better Seating Configurations More Amenities Potential for Lower Ticket Prices Better Product Team Retention

13-6 Benefits for the Community at Large Provides Jobs Higher Levels of Tourism Lower Taxpayers’ Burden

13-7 Benefits for the Resident Organization New Revenue Stream Enhanced Level of Prestige Greater Corporate Interest for Involvement Via Traditional Sponsorship

13-8 Benefits for the Sponsor Improved Image Sustainable Competitive Advantage from the Association with the Venue and Its Resident Organization Hospitality Increased Sales

13-9 Plan Components Comparable to Traditional Sponsorships

13-10 Plan Components Signage –Places like main entrance, gathering areas, scoreboards, concession areas Logos –On uniforms of participants, service workers, and items such as napkins and cups

13-11 Plan Components Advertising – Broadcast and Programs –Many venue naming rights deals include advertising for the building sponsor; these may include radio, TV, and the event program Designation for Leveraging Purposes –A building sponsor often seeks ability to position itself as an “official sponsor” of the venue’s primary resident organization

13-12 Plan Components Category Exclusivity –Competitors of the building sponsor may not be allowed any official role with the venue Recognition on Public Address Announcements and Scoreboards –Contract often specifies a minimum number of such acknowledgements during each event that is staged at the venue

13-13 Plan Components Hospitality –Provision of an area for entertaining; may include a luxury suite for some (or all) events Complimentary Tickets –Free tickets to events staged at the venue

13-14 Plan Components Web Presence –Acknowledgment or even a direct link to the sponsor’s Web site from the venue and the resident organizations’ Web sites Distribution Rights –Ability of sponsor to sell its products at the venue

13-15 Plan Components Other Marketing Initiatives –Take orders for products –Accept applications (i.e. credit card company) –Showcase products –Engage in giveaway promotions

13-16 Example of Venue Naming Rights Contract

13-17 Key Success Drivers Target Market Fit Ability to Leverage Integration within Sponsor’s IMC Plan Multipurpose Facilities

13-18 Target Market Fit Capitalize on Strategic Linkage to Reach the Sponsor’s Target Market Marketer May Need to Consider Venues beyond the Sports Environment

13-19 Ability to Leverage Resident Organization May Receive a Significant Amount of Media Exposure Building Sponsor Should Use Leveraging Program as a Mean of Capitalizing on that Exposure Tie the Sponsor to the Resident Organization

13-20 Integration within Sponsor’s IMC Plan Sponsorship Fits Other Elements of the Building Sponsor’s Marketing Strategy Sponsorship Is Not a Stand-Alone Promotional Strategy; It Must Work in Harmony with the Other Components of the Sponsor’s Integrated Marketing Communications Plan

13-21 Multipurpose Facilities Multipurpose Facilities: –Reach a Varied Array of Market Segments –Reduce the Seasonal Variation Regarding the Use of the Venue

13-22 Value Determination

13-23 Examples of Sports Venues VenueLocation Total Contract$ Years Reliant StadiumHouston, TX30030 Philips ArenaAtlanta, GA18020 Allianz ArenaMunich, Germany11015 Staples CenterLos Angeles, CA10020 U. S. Cellular FieldChicago, IL 6823 Jaguar ArenaCoventry, England 1312

13-24 Beyond Sports Examples Include –Hospitals –Educational Facilities –Museums –Performing Arts Centers –Shopping Malls

13-25 Measuring Results Qualitative Assessment Consumer Surveys of Awareness Media Equivalencies

13-26 Problems, Concerns and Criticisms Cost Public Reluctance to Embrace Corporate Name Media Resistance to Use Corporate Name

13-27 Problems, Concerns and Criticisms Difficult to Measure Sponsorship’s Impact Sponsor Transition (i.e. Merger) Arena Obsolescence Lack of Consistency – Performance of Resident Organization Varies over Time

13-28 Problems, Concerns and Criticisms Limited Number of Opportunities Remaining in the US Professional Market Teams Move Sponsorship Clutter

13-29 Growth Opportunities Some Pro Sports Opportunities in USA Nonsports Environment Secondary Sports Facilities Opportunities Outside of United States

13-30 Brokers and Consultants Specialized Agencies that Negotiate Deals that Work for Either the Sponsor or the Sponsee in the Negotiation Process –Work to Get Maximum Revenue for Venue –Work to Get Best Deal for the Sponsor

13-31 Closing Capsule Venue Naming Rights Is the Second Special Case of Sponsorship Primary Emphasis Has Been on Sports Venues, but Other Opportunities Abound It’s Not Just about Attaching a Corporate Name to a Building

13-32 Closing Capsule Sponsors Seek Reasonable ROI Focus Is on the Potential Value of the Plan Components and the Sponsorship’s Cost Measuring the Results Is Difficult Done Correctly, Many Parties Will Benefit