‘Built by’ naming deals catch on With New Soccer Stadiums

STpassion · Sep 2, 2008

‘Built by’ naming deals catch on
[SIZE=-1]Sports Business Journal (subscription), NC
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Several Major League Soccer teams are building sponsors into the construction process, offering presenting sponsorships to companies involved in erecting their new stadiums, in a concept that more marketers may take a look at.
Real Salt Lake and the New York Red Bulls have done deals with industrial power tool supplier and league sponsor Makita, contracts that span 18 months to two years and expire when the stadiums open their doors. In addition to name exposure, such as the “Red Bull Arena — Built By Makita” tags on construction updates from the Red Bulls, the deals get Makita products into the hands of workers on-site.
Makita is paying Red Bull, which owns the New York team and is footing the cost of the $150 million stadium, a low-six-figure fee over each of the next two years. The building is scheduled to open in late summer 2009. In Sandy, Utah, where Real Salt Lake opens its $110 million stadium in October, the team and Makita signed a mid- to high five-figure deal.
Premier Partnerships, the marketer selling sponsorships for the new MLS stadium in Philadelphia, has a platform of presenting sponsors, construction partners and supporting vendor packages to take advantage of the retail, housing and entertainment elements tied to the surrounding 100-acre mixed-use development, with a target of total revenue in the low seven figures.
Makita is among several companies Premier is talking to about signing 18-month deals, which could be turned into founding partnerships after the stadium opens in March 2010, said Premier Partnerships President Randy Bernstein. The product and services categories include turf, lumber, paint, hardware, concrete and insurance.
“We feel there has been an incredible missed opportunity for commercial companies,” said Bernstein, who anticipates announcing Philly’s first MLS construction partner in the next few weeks
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KennyWoo · Sep 2, 2008

STpassion said: ↑

‘Built by’ naming deals catch on
[SIZE=-1]Sports Business Journal (subscription), NC[/SIZE]
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Cool article. But it's a big risk for a company to commit to this, because there's no guarantee they'll still be in business by the time Red Bull Park is finally completed...

STpassion · Sep 2, 2008

KennyWoo said: ↑

Cool article. But it's a big risk for a company to commit to this, because there's no guarantee they'll still be in business by the time Red Bull Park is finally completed...
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If I had said that , I would get a yellow card from mods down at the RB forum