Taking Flight: United Signs Seven-Year Deal For Soldier Field Club
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United Airlines Taking Over Title Sponsorship
Of Soldier Field Lounge From Cadillac |
United Airlines announced a seven-year sponsorship extension with the Bears in which the airline will take over naming rights of the former Cadillac Club premier lounge in Soldier Field. United will reflect its "Rhapsody" ad theme in the artwork it installs (United). In Chicago, Jim Kirk reports terms of the deal were not available, but it is “one of the biggest marketing deals United has struck since emerging from bankruptcy two years ago.” It also is the airline’s “most high-profile local deal” since gaining naming rights to the United Center in ’94. As part of the deal, United becomes one of eight Bears HOF partners, with seven such partners “owning sponsorship rights to a piece of Soldier Field.” The Bears-United deal is the “latest in a trend of smaller, more targeted deals companies and sports franchises are inking as corporations try to rein in marketing costs and get more bang for their buck.” Meanwhile, Cadillac “will remain a Bears sponsor, but in a more traditional role” (CHICAGO TRIBUNE, 4/11).
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