Never a Lack of Ideas

This should be named the United Airlines Center There's no easy answer to that question. Perhaps it doesn't even matter. While there are a few published methods for calculating the brand value of buying the naming rights to a stadium ( example ), I'd argue that the decision to buy these rights is based more on emotions than any sort of rational return on investment calculation. It's much more likely that a CEO or CMO simply thinks their brand closely aligns with their local sports franchise and they want to see their name atop its stadium rather than a situation in which CEO or CMO estimates how much sales will increase as a result of their sponsorship. Some research suggests much of the value from a stadium sponsorship actually comes in the included tickets a brand receives and can use to entertain its most important clients. So maybe those CEOs and CMOs really just want to go to events at the nearby stadium and they figure if they can also bring along some c...

Flying High The air traffic control tower in Cancun, Mexico is blanketed with an enormous Corona logo. That's such a great place for Corona to advertise — the brand has aligned itself with images of the beach for years. And Cancun is one of the most popular beach party cities in the world — especially for US college students on spring break. Corona's sponsorship got me thinking: what other brands should sponsor air traffic control towers around the world? In other words, what brands have aligned themselves with cities or destinations around the world? I came up with five ideas. Can you add more to this list? Rice a Roni — San Francisco, California Foster's Beer — Sydney, Australia Uno Pizzeria — Chicago, Illinois Coors Light — Denver, Colorado Pat's King of Steaks — Philadelphia, Pennsylvania Add This to Your To-Do List Creating a brand with a powerful association with a specific city is difficult to do on a national and worldwide scale. However, when it's don...