The following was a recent article from Veritix Sport Marketing Newsletter (www.veritix.com) and it might be a new trend. If internationally companies do not know the value of naming rights, this could be a way to test drive the concept at a minimal cost.
Stadium naming rights in condensed form: The St. Paul Saints professional baseball team have announced that their ballpark, Midway Stadium, will be renamed Skinny Water Stadium for one week in August as part of a unique one-week stadium rights deal struck between Skinny Nutritional Corp. and the owners of the St. Paul Saints, The Goldklang Group. Skinny Water Stadium is set to be unveiled for the week of August 3-9. All facets of a typical stadium rights deal will be condensed into one week, with the addition of “multiple new and creative twists on the concept,” according to the team. The team will sport Skinny uniforms for their new stadium sponsor and the Skinny logo will be branded directly on the outfield, and around the pitcher’s mound and home plate. “Our group set out to create a truly unique opportunity for one of our corporate partners. Skinny Water asked us to develop a way to increase awareness of their product while simultaneously allowing them to promote their brand with a major splash,” says Tyler Tumminia, vice president of integrated marketing for The Goldklang Group. “Spawned from the recent and extremely fluid craze of naming rights within the industry, we developed a plan to condense such a deal into one homestand. Skinny will enjoy a ‘full throttle’ promotional and branding platform at their own stadium for the week, and shall have the ability to educate thousands of fans about their water.”
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It is really hard to see what is market's reaction for this limited pattern and their products just after one-week naming rights.Typically branding needs time to appeal awarenesses and loyalty.Anyway be creative and different always could arouse hot discussion among media.Who knows?
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