New sponsor, renewal for NASCAR Medallion starts sales arm, hires Downes The Lefton Report: Licensees like repeat Russo forms boutique agency Retreat introduces IMG to WME Jets, FanDuel deal starts at Super Bowl ScoreBig gets place with Ticketmaster Tough Mudder adds A-B, Chipotle 7Up to debut as Winter X Games sponsor H&R Block signs multiyear NBA deal
Upcoming Conferences and Events
SBJ/October 29 - November 4, 2001/Marketingsponsorship
Georgia Dome signage goes to market
Published October 29, 2001
The Georgia Dome will soon start selling new multiyear signage packages ranging from $5,000 a year to more than $1 million annually, and has hired Viacom Outdoor Sports Marketing to help spearhead the effort.
Ten-year deals with current partners are scheduled to expire June 30, said Greg Barckhoff, director of business development for the stadium, which is home to the NFL Atlanta Falcons. He said new packages will cover three, five, seven or 10 years.
The Georgia Dome's existing sponsors, including its four biggest — Coca-Cola, Miller Brewing Co., Delta Air Lines and Hooters — will get first crack at the new deals. Barckhoff said the venue is also targeting categories not now represented, including telecommunications, automotive, banking and home improvement.
The facility also handles the sale of its suites and club seats.
"We will package [that] into many of our deals as well," Barckhoff said.
Marketing rights to the Falcons' trademarks or commercial time on local Falcons radio and television programming could be included, said Mark Fuhrman, the team's director of corporate sales, adding that the club hoped the packages would be "as integrated as possible."
Barckhoff said the Georgia Dome is spending $5 million to upgrade the end-zone scoreboard fixtures and other sign boards. In addition to those new components, the stadium is incorporating "gate sponsorship" elements into its signage packages.