SBJ/Feb. 7-13, 2011/Marketing and Sponsorship

Price on founding deals averages $10M

Now that the Los Angeles stadium’s naming rights have been sold, AEG Global Partnerships turns its attention to signing eight to 12 founding partners for Farmers Field, deals with an asking price averaging $10 million annually over 10 years, sources said. Staples Center’s founding partners, including Anheuser-Busch, Coca-Cola, McDonald’s and American Express, get first crack.

AEG is already in talks with a potential financial services partner for Farmers Field, and has used the same stadium-themed condo at the Ritz-Carlton that it set up for the Farmers pitch.

“We’re trying to lock that category down for the purpose of filling in the financing piece of the stadium and our pro forma,” said Tim Leiweke, AEG’s CEO and president. “We’re in a unique situation here. They’re chasing us, and everybody is excited about where we’re headed here.”

— Don Muret

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