eCommerce Blog Week 3

Stadium Sponsorship Grows to New Levels
by Stephanie Clifford


http://www.nytimes.com/2008/12/11/business/media/11adco.html?_r=1&adxnnl=1&goback=.hom&adxnnlx=1229112161-XzlE0WgYlXUERLKWrXCx+g

I ran past this article while catching up on some news within a group that I am a part of on LinkedIN. The article talks about how stadium sponsorship is being taken to a new level, beyond the usual signs you see at sporting events from advertisers. More specifically, the article is talking about sponsorship inside the Indianapolis Colts new home, Lucas Oil Stadium.

At the stadium, there are gasoline pumps in the north gate, sponsored by Lucas Oil, airplane seats in the AirTran Airways food court in the northwest section and cars in the northeast corner, sponsored by Chevrolet. The Indiana law firm of Baker & Daniels sponsors the club lounges at the western end of the stadium, and Advantage Health Solutions, a medical plan, sponsors the club lounges at the eastern end. Sprint Sponsors the east gate, Huntington Bank the west, and Hhgregg the south; which is a whole different story.

At Lucas Oil Stadium, Hhgregg, based out of Indianapolis, has 26,000 square feet (almost the size of one of their stores) which they have given the name of "appliance zone." Within this "appliance zone" they showcase appliances in a way that relates to football. Appliances include: dishwashers, refrigerators, washing machines, televisions, dryers and ovens.

I feel that Hhgregg has started a trend, demonstrating that it's very important for facilities to provide the brands and companies they're associating with a lot more than just signs and tickets. I am sure that Hhgregg realizes that fans are not going to a sporting event to buy a dishwasher or television, but they are reaching an audience.

Lucas Oil Stadium isn't trying to bombard patrons with advertisements during the event they are hosting, they are just showing the sports industry that there is a whole other way to collect revenues than from tickets, television deals, merchandise and your usual sponsor signs and advertisements.