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Volume 26 No. 26
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Johnson Controls Signs 18-Year Deal For Naming Rights To Pro Football HOF Village

Milwaukee-based Fortune 100 industrial equipment/smart city supplier Johnson Controls has acquired naming rights to the Hall of Fame Village, the $600M, 90-acre mixed-use development adjacent to the Pro Football HOF in Canton. Sources said the deal is worth in the high seven figures annually over its 18-year term. Under the deal, Johnson Controls, which has roughly $51B in annual revenue, becomes presenting sponsor of the HOF's annual induction celebration, which will be branded “The Pro Football Hall of Fame Enshrinement Week, Powered by Johnson Controls.” It also becomes the “Official Smart City Partner” of the Hall of Fame Village, and gets title rights to a $120M VR attraction, the Johnson Controls Hall of Fame Experience. Traditional marketing assets in the deal include intellectual property rights to the HOF's signature gold jackets, signage and hospitality. By some estimates, Johnson Controls’ systems are in as many as half of the world’s largest stadiums and arenas. However, fans would be hard-pressed to find a Johnson Controls sign in any of those facilities, unless it was on a piece of equipment. Johnson Controls VP & CMO Kim Metcalf-Kupres said, “We’ve been supporting these kinds of facilities for years, but now we’re getting more visible as technology evolves. This works as a showcase venue, both for our technologies and our brand, so it should work from a business development standpoint and a marketing standpoint.” Pro Football HOF President & Exec Dir David Baker said the village development, scheduled for completion in '19, will include hotels, a conference center with 80,000 square feet of convention space, a youth sports complex, coaches university, an institute for officiating, and an assisted living facility for football greats. Baker said his projections have it bringing 13,000 jobs and a $15.3B economic impact to the Canton region, while increasing the HOF's annual attendance from 700,000 to 3 million people. Eric Bechtel’s IdeaQuest agency represented Johnson Controls in the deal. Premier Partnerships’ Premier Ventures unit is selling commercial assets at the Hall of Fame Village.