Interviews & Articles
Millsport's senior sports business executives are available for interviews, commentary, and analysis on a number of sports marketing and sponsorship topics. To arrange an interview, please contact Chris Anderson at (214) 259-3290.
Indy may hold clues to name for new Cowboys' stadium
Apr 28, 2006
Indy may hold clues to new Cowboys' stadium
Importance of corporate sponsorships may point to similarities in venues
By Dave Moore
Dallas Business Journal
Indy's stadium will differ from the Cowboys' new facility because it will have to host basketball games, a convention center and conference rooms, Hutchings said. Also, the Cowboys' stadium will seat 75,000, compared with Lucas Oil Stadium's 63,000.
In any case, key to a facility's success is incorporating into the new sports facility the history of the town and the identity of the team and the fans.
Bill Glenn, who observes sponsorships and naming rights for The Marketing Arm marketing group, said architecture can play a role in how much a team can receive for stadium naming rights, but there are many complicating factors for such deals.
"It's still the team attributes that the brand wants to associate itself with," Glenn said. "In the end, it's the Cowboys that the brand is going to look to associate itself with."
He said brand placement has become increasingly common in athletic venues because of a lack of public funding. Sports facilities need the sponsorships to afford all the amenities they're adding, and companies are starting to realize the worth of having their products associated with sports teams, he added.
He declined to make any predictions on how much the new Cowboys stadium naming rights would fetch, but he wouldn't rule out that they could surpass the $300 million, 32-year deal cut for the Houston Texans' Reliant Stadium.
