Comments on: Batter Up! Yankee Stadium Next For Big Bank Sponsorship

By: The Financial Brand » Blog Archive » BofA’s “how long can you touch it” promo

Wed, 22 Oct 2008 16:47:47 +0000

[...] The Now Prove It challenge took place in the hometowns of the Carolina Panthers, Dallas Cowboys, New England Patriots and Washington Redskins. All four teams are sponsored by BofA. [...]

By: Ben Rogers

Ben Rogers — Fri, 19 Sep 2008 15:03:25 +0000

Don’t forget that Barclays has long been in the sponsorship business. They must have quantified the value of high-level branding (or high altitude box seats), by paying £65.8 million in 2006 ($119 million in today’s dollars) for a four-year sponsorship of England’s FA Premier Football League.

$30 million a year for arguably the worl’d most popular sports league? Not bad …

By: Marc Sanders

Marc Sanders — Fri, 19 Sep 2008 14:57:33 +0000

Tough road to hoe for BOA on this one though…can’t imagine people are going to stop calling it “Yankee Stadium.”

Obviously there is much more involved (as you note), but it never hurts to have the corporate name become part of the sports vernacular. I think Citi will have an easier time with the Mets park.

Citizens Bank has done well with their name on the baseball stadium here in Philadelphia (as has Wachovia Bank with their name on the basketball/hockey arena). With these new stadiums came the opportunity to establish a “stadium brand name.” Few people have adopted the logical nicknames and the old park was such a dump that no one could confuse the two.