Menu
Facilities

Coca-Cola Reportedly Offering Real Madrid $109M Per Year For Bernabéu Naming Rights

Coca-Cola could put its name on Real Madrid's Santiago Bernabéu stadium, according to MUNDO DEPORTIVO. Sports marketing agency Euromericas said that Coca-Cola is "willing to offer" €80M ($108.8M) per year to Real Madrid President Florentino Pérez to finance "the remodeling of the stadium in exchange for having the beverage company's name on the stadium." The estimated cost to remodel the Bernabéu is around €450M ($612M). Pérez has "reportedly been negotiating with Microsoft about a possible naming rights deal" -- though Microsoft "later denied reports of those negotiations." However, "a delay in sealing an agreement with Microsoft  made many think that there was a possible block in those negotiations." Selling "naming rights for a stadium to a multinational company has become habitual in recent years." EPL side Arsenal "did so with its stadium (Emirates), as did Bayern Munich (Allianz Arena), among others" (MUNDO DEPORTIVO, 1/16). MARKETING DIRECTO reported Coca-Cola is a "huge advertiser in the world of sports." In "recent months, a lot has been said about the possibility of the Bernabéu being sponsored by Microsoft, but it seems that Coca-Cola's offer is economically superior to the proposed sponsorships that have been considered until now" (MARKETING DIRECTO, 1/16). 

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2014/01/17/Facilities/Coke-Bernabeu.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2014/01/17/Facilities/Coke-Bernabeu.aspx

CLOSE