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Why are Tesla, Amazon, Starbucks paying big $$$ to name stadiums and high-profile venues?

Sustainability, impact, empty venues and the fans at home mowing the lawn.

Patricia Soares da Costa

Jun 12, 2021

Paying for the extended publicity, brand awareness and fan loyalty, the connection with sustainability and the lasting impact on the community seems to be worth it.

Sports are vulnerable to the effects of climate change (hello winter sports and surf), and the air quality due to the intense wildfires in 2020 impacted the Australian Open and cancelled baseball in Seattle. Add the increased frequency of hurricanes, and more disruption is expected.

Brands of that scale don’t suffer from the lack of impressions as venues are empty, and strive to connect with relevant issues like sustainability and mental health.

🥘 Tesla has filed a trademark for a restaurant brand. The idea might be to turn Electric Vehicle charging stations into convenience stores that also serve food.

Elon Musk @elonmusk

Gonna put an old school drive-in, roller skates & rock restaurant at one of the new Tesla Supercharger locations in LA

🏟 Avicii Arena in Stockholm was rebranded to honour the late Swedish DJ who took his own life at the age of 28, to raise awareness and open up discussions about mental health.

AP Entertainment @APEntertainment

An arena in Sweden has been renamed AVICII ARENA after Avicii, the chart-topping DJ who died of suicide in 2018. His father says the venue will be “the hub for sharing ideas and host activities with the focus on young peoples’ mental health.”

apne.wsSweden’s Ericsson Globe gets a new name: AVICII ARENANEW YORK (AP) — Avicii’s legacy will live on in Sweden — one of the country’s popular arenas is being renamed AVICII ARENA. Avicii’s father made the announcement Wednesday, about three years after the chart-topping Swedish DJ-producer who toured the world died.

🏟 Amazon reportedly spent $300 to $400 million on the rights for the Climate Pledge Arena in Seattle, the first certified carbon-neutral arena in the world, promoting the pledge which calls on businesses to be net zero carbon across by 2040, a decade ahead of the Paris Agreement.

jeffbezos

A post shared by @jeffbezos

🏟 The Atlanta Mercedes-Benz Stadium saves 29% in energy usage compared to a typical stadium, and has 4,000 solar panels generating around 1.6 million kilowatt hours per year of renewable energy – enough to power 9 Atlanta Falcons home games or 13 Atlanta United home matches.

MercedesBenzStadium @MBStadium

Game-changer🙌. #LEED #Sustainability atlfal.co.nz/2kM3GbZ

🏟 The home of Bundesliga TSG 1899 Hoffenheim is the PreZero arena, after the waste management company part of the Schwarz Gruppe which includes Lidl, paying around €4.5m per year, and improving waste management and the recycling.