Facilities Venues

FEW DETAILS EMERGE IN AMERICAN AIRLINES NAME DEAL IN DALLAS

3.17.1999

          American Airlines' 30-year naming rights deal for     Dallas' new arena is worth "as much as" $195M and will     include the use of luxury suites and TV advertising rights,     according to sources of Ingrassia & Alm of the DALLAS     MORNING NEWS (See THE DAILY, 3/16).  However, one source     said that the total value of the package "may not reach"     $195M, with the "discrepancy" arising from features "that     are difficult to place a precise value on" (DALLAS MORNING     NEWS, 3/17).  Heat President of Business Operations Jay     Cross said that the deal "is not expected to tarnish the     Heat's ability to market" their 20,000-seat American     Airlines Arena because the two markets are "local and     separate from one another" (SUN-SENTINEL, 3/17).

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