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Intersport Activation Summit: Naming Rights Still Seen As Important Tool For Companies
Published June 1, 2012
CHANGING ENVIRONMENT: Hong suggested that companies “assume that the environment will change and program some kind of open period where the parties can come back together and, in the spirit of the partnership, reassess what is going on.” Gillette Sports Marketing Global Dir Greg Via said his company did just that, renegotiating its naming-rights deal for the Patriots’ stadium and then recently renewing the contract. Gillette had originally signed the deal in '02 when it was a stand-alone company, but after being bought by Procter & Gamble in '05, Gillette execs met again with the Patriots to add terms. “When P&G came and bought the company, the dynamics changed, the sales force changed,” Via said. “We don’t activate locally, we now have to activate nationally. So it was a little more complex operation.” Gillette also added signage for the practice field, interview backdrops and practice jerseys into the contract.
** Populous Associate Principle Brian Mirakian, on the inventory of sports venues: “The landscape has evolved pretty rapidly. What we have to continually challenge ourselves with is, if we’re going to create buildings and we’re going to bring people from their homes, where they are comfortable and they have their 65-inch plasma and they’re able to check their fantasy stats during a football game, what are we going to do to bring people to these buildings and to create an environment that’s connectable?”
** Knapple, on the future of sports venues: “If we’re going to build these stadiums, new ones specifically, then the more technology drives decision making, the more activation can happen, the more social media can happen, the more a building has to try to be alive 365 days a year. The owners need to think though -- they can’t just build seats any longer, they can’t just build premium spaces anymore -- it’s how they can create a destination.”