- Sep 20, 2004
- 75
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I have already quoted this in this thread some months back....will say it again...
I am totally expecting cornerstone partnership model for stadium. In 2008, when the global financial crisis happened, sponsors got scared to invest heavily for years in naming rights. So, new NFL stadiums came up with a 'cornershtone partnership model'.
Basically what this means, instead of 1 sponsor, there will be 4 to 5 partners who would be given zones/corners/spaces in stadium where they can exhibit & market their products. And there will be one main 'parner' who will have the stadium naming rights. This reduces their risk. And also enables stadium to change their partners when a deal is done and replace easily with another.
Example NFL Metlife Stadium.
Cornerstone partners - Pepsi, SAP-EMC, Budlite, Verizon,. All four signed 20-year contracts valued at $8 million annually. Metlife is the primary sponsor, who is pumping 18m a year. These 'partners' are allotted huge space, ranging from 40,000 to 50,000 sq feet across multiple levels, including real estate outside the facility.
View attachment 35212
Pepsi corner in Metlife
Total revenue for metlife is around 45m a year...This stadium is shared between 2 teams, so probably deal values are a bit skewed.
But in essence, IMO, we will go for this model.
Two reasons :
i) We are not the most successful club right now. Its all potetnial with us. So, makes sense for a brand to not be the lone
sponsor. It minimises risks for them
ii) Since 2016, every club announcement till date on sponsors, we are not at all using the word sponsor. Instead for example when AIA announced its deal extension till 2022 in May 2017.
http://www.tottenhamhotspur.com/new...xtend-official-partnership-until-2022-250517/
Number of times word sponsor used - 0
Number of times word partner used - 12
If Daniel Levy can do something similar to Metlife, it will be a game changer of immense proportions. We will skyrocket in global football branding.
This thinking (which i fully agree with) probably ties in with latest ITK from Hercules in the Transfer forums... We have done good business that will slowly come to light over the next months into the summer, probably the release of these partnership agreements
I would not be surprised if there is a long list of partnership opportunities ranging from food and beverages to IT and telecoms etc etc.
Of this long list there will be several that will be considered cornerstone due to the extra exposure they will get around the stadium i.e. possible named stand/entrance or social area...
But there will probably still be a stadium naming deal which may or may not be one of the cornerstone partners.
Over all the total could be significant and knowing how well we are run it will be
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