10. Philips Arena- Atlanta Hawks
This is the most intriguing arena naming rights deal in terms of value. It exceeds the $116.5 million deal that Staples signed to promote its company in Los Angeles at Lakers and Clippers games. Philips is not only paying $9.1 million annually to billboard its brand name in this $213 million arena, but it is also providing the stadium with nearly 1,000 video boards to enhance the overall in-arena fan experience. Talk about profit in revenue AND value for the franchise.
9. American Airlines Center- Dallas Mavericks
In 2000, Mark Cuban purchased the Dallas Mavericks for $285 million. In 2001, American Airlines claimed the naming rights to the facility through 2031 with the largest ribbon-cutting ceremony ever recorded, according to the Guinness Book of Records. Believe it or not, the Mavericks have made the playoffs every season so far besides 2012 since American Airlines purchased the rights to the brand new facility in 2001. Also, lets not forget about American Airlines Arena in downtown Miami that has been home to the Miami Heat since 1999 and hosted 5 NBA Finals over the last 17 years. The Mavericks are winning, the Heat are winning, and so is American Airlines.
8. Fed Ex Field- Washington Redskins
Upon its completion in 1997, FedEx purchased sponsorship rights to the facility in 1999 for $205 million over the next 27 years. Between 2001 and 2010, the Redskins had the seventh-worst record in the NFL, but attendance at games still increased by more than 6%. Washington loves its Redskins and as a GM, you know that every single dollar counts when you’re trying to franchise tag RGIII right out of the draft to keep the buzz going around town (Oh, the irony).
7. Gillette Stadium- New England Patriots
Originally known as CMGI Field, the naming rights to this stadium were transferred to Gillette after the “dot-com” bust (rise of stock value between 1997-2000 within the internet sector). Although Gillette has since been acquired by Procter & Gamble, the stadium is still named Gillette because the company was founded in the Boston area and the locals just don’t think that P&G sounds as smooth as a Gillette shave. The naming rights of the stadium belong to Gillette through 2031 and the Patriots have sold out every single preseason, regular season, and post season game so far since Gillette inked this $240 million deal in 2002. Perhaps, a man named Tom Brady might have something to do with that as well.
6. Barclay’s Center- Brooklyn Nets
This one’s unique because it was originally a $400 million deal over 20 years. However, with the economy slumping in 2009, the regenerated price for the deal was moved down to $200 million over 20 years by Barclay’s. Honestly speaking, when Jay-Z is a partial owner of your franchise as he is of the Brooklyn Nets, you are going to find additional ways to generate more revenue. With the disagreement between Barclay’s and the English Premier League over naming rights in June 2015, the Barclay’s English Premier League will no longer have “Barclay’s” in front of its title. From now on, it will be called “The English Premier League” which makes this naming rights deal with the Brooklyn Nets far more valuable for Barclay’s.
5. Levi’s Stadium- San Francisco 49ers
Despite the $1.2 billion stadium being in the heart of technology-rich Silicon Valley, the San Francisco-based company best known for its jeans holds the naming rights to the 49ers stadium. An $11 million annual value can make any company executive wonder, “Is it really worth $11 million just to put my company’s name on top of a stadium?” San Francisco just hosted Super Bowl 50 and according to USA Today, a super bowl hosting city earns anywhere between $400-$500 million in revenue. When people flying in from all over the country are navigating their way from the airport to reach a stadium that has your company’s name on it, trust me every dollar you spend on this deal is worth it.
4. NRG Stadium- Houston Texans
Once called Reliant Stadium, the facility was renamed to NRG Stadium in 2014 to push its “master brand” of services and products. NRG Stadium was the first ever NFL facility to have a retractable roof. This massive multi-purpose facility not only hosts every Houston Texans home game, but it is also home to the world famous Houston Livestock Show and Rodeo. With the Final Four Tournament and Super Bowl LI right around the corner, all eyes will be on Houston and the NRG Stadium. $10 million well spent.
3. Met Life Stadium- New York Giants/New York Jets
Advertising your company in a stadium that is located in the Big Apple comes with its price. Until AT&T bought the naming rights to the Cowboys stadium in Arlington, Texas, Met Life’s deal with the New York Giants and New York Jets was one of the most expensive naming rights deal recorded in the United States at $400 million. Before signing this deal, Met Life’s Chief Marketing Officer Beth Hirschhorn said that the media exposure that a stadium in the New York market with two NFL teams will receive can turn around a company’s fortune. Spot on, Beth Hirschhorn. I hope you got promoted.
2. Citi Field- New York Mets
The New York Mets demolished its 44-year old host Shea Stadium in 2009 and moved to this Queens-based, $800 million facility called Citi Field. This $400 million deal over 20 years surpasses its next door neighbor, Met Life Stadium ($400 million over 25 years) in terms of value and categorizes it is as one of the most lucrative stadium naming rights deals in history.
- AT&T Stadium- Dallas Cowboys
America’s team. America’s stadium. This $1.15 billion stadium has an overall capacity of 100,000 which puts it on top of any sports fanatic’s list of “must-see” venues. Jerry Jones, the owner of the Dallas Cowboys, says he wants “this building to be more familiar than the White House.” Upon the completion of this deal, AT&T guaranteed the Cowboys to double the capacity of WiFi network inside the stadium and give fans an enhanced mobile experience. Besides winning, nothing in the world beats achieving superior fan satisfaction if you’re the owner of a franchise.
Comments