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Marketing and Sponsorship

Verizon Seeks Partial Refund On Super Bowl City Deal In Wake Of Building Sign Removal

Verizon reps were "said to be fuming over the public relations snafu" resulting from the removal of the company's 15-story ad near Super Bowl City and are "telling the host committee that they want a partial refund" of the estimated $2M cash and in-kind deal they agreed to as the major sponsor of the fan destination, according to Matier & Ross of the S.F. CHRONICLE. The Super Bowl 50 Host Committee "removed the ad last week from Four Embarcadero after City Attorney Dennis Herrera declared it violated city limits on outdoor advertising." Host Committee spokesperson Nathan Ballard said, "Of course they are going to want to pay less ... but we are trying to work out a way so that everyone wins." Verizon PR Manager Heidi Flato: "It’s been a great partnership so far, and certainly we don’t want this to distract from the great work we have done so far" (SFGATE.com, 2/3). 

BARGAINING CHIP: Levi Strauss President & CEO Chip Bergh appeared on CNBC’s "Mad Money" last night from Levi’s Stadium, noting the company has been "really focused on how do we activate the Super Bowl." Bergh: "With the naming rights to the stadium, it's more than just putting our sign over the door and calling it Levi's Stadium." Bergh said the company’s 20-year, $220M naming-rights deal is "a big investment and we need to make it work so that it pays out so I have been very involved right from the very beginning. I was deeply involved in negotiating the deal and just as involved in thinking through how we activate it and it has opened many doors for us" ("Mad Money, CNBC, 2/2).

WORKING TOGETHER: The Super Bowl 50 Host Committee, which has worked with the NFL to put on both Super Bowl City and the NFL Experience, has compiled a wide variety of corporate partners for the event. Among those are 17 Founding Legacy sponsors (THE DAILY).

CHART OF SPONSORS

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