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Volume 27 No. 30
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Local Sponsors Featured Prominently On New NFL Stadium Tarps

Many teams stayed local as 41% of tarp sponsorships were with brands based in the same market

With 26 of 32 NFL teams hosting their first game of the season without fans, the NFL permitted teams to position partners on signage covering the seating closest to the field around the stadium. Following the Raiders’ inaugural game at Allegiant Stadium last night, each team has now hosted a home game which allows for a complete look at the asset. As Sports Business Journal reported on Monday, many brands and their agencies are concerned that the tarps are not getting as much camera time as hoped in the early going this season.

SportsAtlas examined how teams and sponsors have partnered to take advantage of the newly formed seat-cover locations. In addition to the takeaways below, click here to survey all of the seat-cover deals through week two and access the dataset.

  • 246 brands accounted for a total of 380 seat-cover sponsorships across the NFL. Teams averaged 12 unique sponsors on the asset.
  • Many teams stayed local – 41% of sponsorships across the league were done between teams and brands based in the same market.
  • With the Chargers, Raiders, and Rams playing their first home game in their new stadium, seat-cover deals offered a glimpse of which local sponsors will be involved with the newly relocated franchises:
    o Chargers: Children’s Hospital Los Angeles, Hoag, Pechanga Resort & Casino, SoFi
    o Raiders: Allegiant Air, Caesars Entertainment, Credit One Bank, MGM Resorts International, NV Energy
    o Rams: Cedars-Sinai, Pechanga Resort & Casino, Postmates, SoFi
  • Numerous non-profits were positioned on this marquee asset including Boys & Girls Clubs of America (Bengals), Feeding NE Florida (Jaguars), Freestore Food Bank (Bengals), The Alliance: Los Angeles (Chargers), National Underground Railroad Freedom Center (Bengals), The Salvation Army (Bengals, Cowboys), United Way (Bengals), and many other team-specific charities.