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Why are Tesla, Amazon, Starbucks paying big $$$ to name stadiums and high-profile venues?
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Why are Tesla, Amazon, Starbucks paying big $$$ 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
2
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Why are Tesla, Amazon, Starbucks paying big $$$ to name stadiums and high-profile venues?
www.newspitality.com

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.

Twitter avatar for @elonmuskElon Musk @elonmusk
Gonna put an old school drive-in, roller skates & rock restaurant at one of the new Tesla Supercharger locations in LA

January 7th 2018

15,449 Retweets172,160 Likes

🏟 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.

Twitter avatar for @APEntertainmentAP 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.”
Sweden’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.apne.ws

May 19th 2021

104 Retweets501 Likes

🏟 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.

Twitter avatar for @MBStadiumMercedesBenzStadium @MBStadium
Game-changer🙌. #LEED #Sustainability
atlfal.co.nz/2kM3GbZ
Image

February 22nd 2017

34 Retweets64 Likes

🏟 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.

Twitter avatar for @tsghoffenheimENTSG Hoffenheim EN @tsghoffenheimEN
The new #TSG home kit is made out of recycled polyester, manufactured from plastic bottles. Together we set an example for our #TSG and our earth. #TSGisMovement
Image

August 4th 2020

3 Retweets20 Likes

🏟 Starbucks files application allowing for stadium naming rights.

The power of intentions, much?

Twitter avatar for @JoshGerbenJosh Gerben @JoshGerben
Starbucks has filed a new trademark application for "providing stadium facilities for sports and entertainment activities." This is how a company would file a trademark application if it intends to get naming rights to a stadium. #starbucks
Image

June 11th 2021

29 Retweets98 Likes
Twitter avatar for @diddywaldronLevyLaVidaLoca @diddywaldron
@JoshGerben @coys100 @joeboyc The Skinny-Frothy-Instant Capuccino Arena? @SpursOfficial

June 12th 2021

2 Likes

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🥊 Hello Brand Reputation, please meet Crisis Management

⚽ EURO 2020: the ambush marketing kick-off

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