A-B Becomes Second Cornerstone Sponsor Of Giants-Jets Stadium

Anheuser-Busch Becomes Second Cornerstone Partner Of New Meadowlands Stadium

METLIFE: MetLife Senior VP/Global Branding Beth Hirschhorn Thursday said the company’s deal to become the first Cornerstone Partner of the new Meadowlands stadium "has three things going for it in terms of return on investment. The first is reach, the second is frequency and the third is the depth of message or the quality of the message, and most times in deals you’re trading off one for the other." Hirschhorn: "This deal has all three in one property so we are pretty convinced it’s a winning proposition.” Hirschhorn said the company has yet to sign a naming-rights deal "because it does not address our key marketing objective. It addresses or solves for an awareness problem. MetLife doesn’t have an awareness problem. … [The Meadowlands] sponsorship allows us a degree of engagement that most straight naming-rights deals don't have. It’s a truly branded experience, a brand immersion if you will, and you can see through some of those illustrations and some of those mockups what people will experience when they get to the stadium.” Fox Business’ David Asman said that MetLife's deal is estimated to be worth $15M annually, and asked if the amount is "a reasonable figure." But Hirschhorn said, "You know I can’t talk about that" (“America’s Nightly Scoreboard,” Fox Business, 6/19).

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