SBD/Issue 9/Facilities & Venues

Gillette Extends Naming Rights To Patriots' Stadium Through '31

Gillette's Extended Naming-Rights Deal Adds 15
Years Onto Current Pact Agreed To In '02

Procter & Gamble's Gillette brand and The Kraft Group yesterday announced an extension of their strategic partnership that includes Gillette Stadium naming rights through the '31 NFL season. Financial terms of the agreement were not disclosed (P&G). The current deal is for 15 years, and this extension "adds 15 years to that" (, 9/22). Kraft Group President Jonathan Kraft said that he "wanted to lock in Gillette as a long-term partner because of the strength of their relationship." Kraft: "Gillette has been the leader in their field. They are a global brand leader that stands for global excellence. We try to reach those levels each year." Patriots Exec Dir of Media Relations Stacey James noted that the deal was "not put out to bid." Harvard Business School professor Stephen Greyser said that extending the Gillette agreement "makes sense, given that the groups share a 'co-branding point of view' because of their Boston ties and a strong mutual following among mostly male audiences." Greyser also noted that Kraft Group has "strong positive name recognition in New England, which benefits Gillette with potential customers" (BOSTON GLOBE, 9/23). In Boston, Ian Rapoport wrote, "The best-case scenario for stadium naming rights is when the sponsor’s name is so ingrained in public consciousness that you don’t even think about it being a sponsor. That’s the case with Gillette Stadium" (, 9/22).

KINGS FOR A DAY: Arco has chosen not to renew its deal for the naming rights to the NBA Kings arena after 25 years, and Bloomberg TV’s Michele Steele wondered if the team will "be able to attract a new naming rights sponsor." The building is an “aging arena,” and it is “no secret they don't really want to stay in the building.” However, the trend of “shorter term, lower-tier naming-rights deals being done this summer … is acting in their favor" (Bloomberg TV, 9/23).

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