American Airlines will pay $195M over the next 30 years for naming rights to the new Dallas arena, according to Richard Alm of the DALLAS MORNING NEWS. As part of the deal, American's name and logo will be "all over the new arena -- inside and out," as it will be featured on the Stars' ice and dasherboards and at center court and courtside for the Mavs. There will also be signs "visible from freeways and city streets," and concessions and advertising for all events will "in some way" bear the American Airlines name. The announced value of the deal was $5M a year, with American paying $150M over 30 years, but the deal includes a "larger marketing partnership" which calls for American to pay $45M for marketing pacts with the Stars and the Mavs, ranging from TV and radio ads to special promotions. American Airlines Chair Donald Carty, on the deal: "What it means to us is a lot of terrific exposure." Nokia spokesperson Megan Matthews said the company passed on the naming rights deal: "Keeping the Sugar Bowl and passing on the [Dallas arena] opportunity was best for us at this time." American's naming rights deal, "in terms of dollars per year," is second only to Atlanta's 20-year, $180M Philips Arena deal (DALLAS MORNING NEWS, 3/19). A QUICK DEAL: In Ft. Worth, Mede Nix writes that the arena will be named the American Airlines Center, as American was one of "four or five" companies "sought out" by the Arena Group. Arena Group Senior VP/Sales & Marketing Greg McElroy said that American "acted very quickly on the proposal," which the group presented "about 30 days ago" and was agreed to "two weeks ago" (FT. WORTH STAR-TELEGRAM, 3/19). In Dallas, Robert Ingrassia reports that part of the deal calls for the creation of the American Airlines Center Foundation, an organization which will be funded by the Stars, Mavs and American, as each will make donations to North Texas charities of "at least" $500,000 a year for five years. Ingrassia adds that arena execs are seeking as many as 12 other arena sponsors, for such elements as news media, soft drinks and cellular phones (DALLAS MORNING NEWS, 3/19).
