Continental Airlines and NJSEA announced yesterday that the
Meadowlands' Brendan Byrne Arena will now be known as Continental
Airlines Arena. The Continental logo will be placed on the roof,
and, in addition to extensive on-site signage, the partnership
will create significant marketing and promotional opportunities.
All employees of Continental Airlines will be eligible for ticket
discounts for events at the arena and a Continental Airlines
ticket office will be located on the box office level of the
arena (Continental).
MORE ON THE DEAL: Continental will pay $29M for the naming
rights which will last through 2007, according to the N.Y. TIMES.
Continental will pay $750,000 this year, $1.5M next year, $2.25M
in '98 and $1.5M per season from '99 to 2007. The airline will
also provide NJSEA with $700,000 worth of travel, which can be
used for the Devils and Nets, but also can be resold at 80% of
face value. Continental can cancel the deal with two years'
notice starting in 2000. NJSEA Chair Michael Francis said the
deal was "based solely on economics" as the arena just finished
negotiations leading to a new lease with the Devils. The Devils
will get 30% of Continental's payments while the Nets' share has
yet to be determined (Richard Sandomir, N.Y. TIMES, 1/5).
OTHER POINTS: In Houston, another Continental hub, Charles
Boisseau notes the deal does not prevent the airline from vying
to obtain naming rights for a sports facility in Houston.
Houston Mayor Bob Lanier and Rockets Owner Leslie Alexander are
currently in discussions about building a new arena downtown
(HOUSTON CHRONICLE, 1/5). In Newark, Kevin Coughlin writes arena
sponsorships can backfire if local media refuse to carry the
corporate name in coverage, noting Star-Ledger reporters in the
past have called the arena the Meadowlands Arena (Newark STAR-
LEDGER, 1/5).
CASE IN POINT: In today's S.F. CHRONICLE, Ira Miller's
story on the turf at 3Com Park still refers to the facility as
Candlestick Park (S.F. CHRONICLE, 1/5).
CARE FOR A BEVERAGE? Jay Leno: "In honor of the name
change, the seats will be made smaller, leg room will be reduced,
and the games will start fifteen to twenty minutes late all the
time now" ("Tonight Show," NBC, 1/4).
