American Airlines will be Flying High During the NBA Finals From its Branding Exposure in Dallas & Miami
PHILADELPHIA, PA (PRWEB) June 8, 2006 ?-
As the Miami Heat and the Dallas Mavericks get ready to take the court on Thursday in ?Big D?, American Airlines can prepare to lift off from its brand exposure during the 2006 NBA Finals.
According to ROI projection analysis conducted by Front Row Marketing Services, a naming rights marketing and sponsorship research firm, American Airlines is expected to receive $ 9 million in branding exposure from each televised NBA Finals game broadcast from the American Airlines Arena and the American Airlines Center.
Based on the $ 400,000 cost of a 30-second commercial spot during ABC?s broadcast of the NBA Finals, it is projected that American Airlines will receive an estimated 11 minutes and 15 seconds of in-broadcast exposure during each games? broadcast, American Airlines would net $ 9 million in broadcast media value from in-arena signage, on-screen graphics and verbal mentions.
?This is a very unique match-up for Naming Rights, as of right now, this could not happen in any of the four major sports (NFL, NBA, MLB or NHL) during their respective Finals, where a Naming Rights partner would receive all of the venue name branding exposure.? said Eric Smallwood, VP of Marketing and Research for Front Row Marketing Services ?I would expect that the American Airlines head office is hoping for a seven game series, which could garner over $ 63 million of branding value. Corporations should take notice at the value that they could receive from corporate naming rights.?
Published sources have reported the total cost of the ‘Naming’ Rights for American Airlines Center (Dallas, TX) at $ 195 million over 30 years (signed in 2000), and the American Airlines Arena (Miami, FL) at $ 42 million over 20 years (signed in 1999).
Other North American Major league venues from the same league/sport with identical corporate ties:
TD Banknorth Garden- Boston Celtics (NBA) & Boston Bruins (NHL)
TD Waterhouse Centre ? Orland Magic (NBA)
Potential Highest Profile Series? NBA Eastern Conference Finals
Staples Center ? Los Angeles Lakers & Los Angeles Clippers
Potential Highest Profile Series ? NBA Western Conference Finals
Front Row Marketing Services, a division of public assembly facility management firm, Global Spectrum, is based in Philadelphia, PA with offices in Tampa, FL, Ridgefield, CT, Ft. Collins, CO, Des Moines, IA and Detroit, MI. Front Row has conducted sponsorship evaluation analyses for numerous sporting events and properties, including the NBA?s Philadelphia 76ers, NFL’s Houston Texans and Philadelphia Eagles, Wachovia Center, the PGA and LPGA Tours, Dover International Speedway, and Boston University. Additionally, Front Row generates incremental revenue for public assembly venues and stadiums, sports teams and municipalities through the marketing and sales of naming rights, advertising/sponsorships, exclusive product and vendor rights agreements, premium seating and hospitality features. The company currently develops incremental revenue for over 29 accounts.
Comcast-Spectacor (comcast-spectacor.com) is the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the Philadelphia 76ers (NBA), the Philadelphia Phantoms (AHL), the two arenas in which their teams play, the Wachovia Center and Wachovia Spectrum, four Flyers Skate Zone community ice skating and hockey rinks and Comcast SportsNet Philadelphia. In addition, Comcast-Spectacor is also the principal owner of Global Spectrum, the fastest growing firm in the public assembly management field with more than 50 facilities throughout the United States and Canada; Ovations Food Services, a food and beverage service provider; New Era Tickets, a ticketing and marketing company for public assembly facilities; Front Row Marketing Services and 3601 Creative Group, a full-service in-house advertising agency. Comcast-Spectacor also owns the Bowie Baysox, the Delmarva Shorebirds, the Frederick Keys baseball teams, all affiliates of the Baltimore Orioles. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.
Contact:
Eric R. Smallwood
Vice President of Marketing
Front Row Marketing Services
PH: (810) 984-2608
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