SBD/June 19, 2014/Facilities

Braves, Falcons Looking For Same Corporate Dollars In Search For Naming-Rights Partners

Falcons and Braves execs admit that they'll run into each other in the marketplace
The Braves and Falcons are both "preparing to sell the names of their new stadiums to corporate sponsors, a task potentially complicated by having two Atlanta venues on the market at the same time," according to a front-page piece by Tim Tucker of the ATLANTA JOURNAL-CONSTITUTION. Execs with each team described the process as in the “early stages and not to the point of negotiations." Falcons CMO Jim Smith: "We are going to run into each other in the marketplace." Falcons President & CEO Rich McKay added, "The great thing about that is, it’s a big marketplace." Braves Exec VP/Sales & Marketing Derek Schiller said he thinks they are "unique opportunities" likely to appeal to different companies. Tucker notes a "top of the market" deal could be similar to MetLife's deal with the NFL Jets and Giants for a reported $17-20M a year, AT&T's deal with the Cowboys for a reported $17-19M a year, or Levi's deal with the 49ers for $11M a year. Smith said the Falcons "should be well within that range." But Tucker notes the Braves are "likely to be in a lower range" based on the deals for many MLB ballparks. Still, Grinstead said of the Braves' new ballpark, "Signage is a huge part of the price, and sitting there between two interstates gives the Braves a premium opportunity." The Braves also are "counting on an adjacent mixed-use development to enhance the value of their stadium’s name." Schiller said, "We believe a naming-rights partner will have some tie-in to the development, including signage and some form of (brand) activation area." The Falcons retained Premier Partnerships and the Braves hired Van Wagner Sports & Entertainment to "help value and market the names," and both agencies have "extensive experience selling naming rights" (ATLANTA JOURNAL-CONSTITUTION, 6/19).
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