New Meadowlands Stadium hopes for Super Bowl naming rights boost 07/04/2010 |
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Plans to bring the 2014 Super Bowl to the New Meadowlands Stadium in New Jersey could help the arena secure a naming-rights deal, according to sports marketing experts.
The new $1.7bn stadium, which opens this week, will be home to NFL teams the New York Jets and the New York Giants.
The naming rights were expected to bring in a record $30m a year for 20 years before the recession hit – and even with the asking price said to have dropped to $20m a year, a deal is still yet to be signed.
The Miami Dolphins agreed a naming-rights deal with Sun Life Financial in January, just in time for this year’s Super Bowl. Sun Life paid $37.5m for the five-year deal and got more than $27m in TV and media exposure during the Super Bowl alone, according to research firm Joyce Julius.
The 82,500 capacity New Meadowlands Stadium is many people’s favourite to be handed the 2014 Super Bowl when team owners get together to make a decision in May.
And Kevin Adler, president of Engage Marketing, said: "There is no question that if they are awarded the duties, it enhances their chances of getting a naming-rights deal.”
With the big game in the New York region for the first time, there would be an even greater return on investment, claims Richard Yaffa, North American chief executive of GroupM ESP, which specialises in sports and entertainment marketing partnerships.
"The venue will be the focus of attention until 2014," he added.
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