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The Naming Rights Thread

Woland

Brave™ Member
May 18, 2006
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Run that by me

A small venue (store/gallery) where brand-related events are organized is called Nike Stadium
Sometimes these are pop-up structures that look good on social media
 

George94

George
Feb 1, 2015
3,661
19,454
These are not real stadia but experiential installations by Nike at places like Milan, Tokyo, Berlin etc.
Nike Stadium is an experiential marketing platform of almost 10 years.

View attachment 39624

A bit puzzled myself by the design as it's identical with Nike's.
It's either:
a) Nike are moving into naming rights of large, signature stadia
b) Someone at Spurs' branding agency fucked up big time while noone was looking

I work in brand creation - it definitely isn't a coincidence.
Either Nike are sponsoring the stadium or the agency that worked on this job have used this as a reference point and blatantly ripped it off!
 

fridgemagnet

Well-Known Member
Jan 18, 2009
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2,864

Indacupfortottenham

Well-Known Member
Jan 17, 2013
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I know PR but wouldn't we be in a better position to demand more from a naming rights sponsor with a couple of additional good players as the attaraction? The objective in my opinion is to use the players to attract a quality naming rights and therefore more PR, and not the other way as you intimated ie use PR to attract players.

I was thinking along the lines of American sponsor, American kid from Dortmund, far fetched I know.
 

coys200

Well-Known Member
May 22, 2017
8,436
17,403
Surely this stadium is unlike any football stadium ever built in regard to branding potential.In that the diversity of audience crosses many platforms NFL concerts esports. Therefore by keeping our name we are reaching markets that never even knew the club existed which surely is one of the whole principles of growing us as a brand. If we give away the name that completely defeats one of the core principles of the project. You can’t compare this naming rights with any other football stadium. The stadium is almost a separate brand in its own right like Wembley. What I actually like is that people on twitter think some 5 yr old has come up with “Tottenham Hotspur stadium” when it’s actually kind of genius.
 

Lilbaz

Just call me Baz
Apr 1, 2005
41,363
74,893
The juventus deal was €75m for 6 years. €15m of that went to the agency that sealed the deal. No wonder levy got rid of the agents and is negotiating himself.
 
D

Deleted member 22380

532848_b0dfc8f8ed13a01999414e41055977f7.png
 

St José Dominguez

Well-Known Member
Jul 15, 2014
3,592
11,648
Be one hell of a coincidence that A matching the Nike use of A in those projects especially with them being linked to us already and NFL also.

Call me cynical but I never expected any sponsorship being announced till window closed. If transfer deals and the money spent didn't quite happen or wasn't quite high enough to appease fans an announcement of a vast amount of money entering club just would've heaped pressure to spend on. Once window shuts they've got till next summer.
 

Woland

Brave™ Member
May 18, 2006
1,714
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It's not anywhere near to identical.

Edit - i take it you mean the A?
Yes.
- Identical typeface with only difference in kerning
- 'A' design
When you are a design professional, you do your research and not replicate the graphics of a brand extension by another world-famous sports brand like Nike. You can intelligently borrow from the Mercedes-Benzes or Rolexes of this world, or some obscure brands, but you don't rip off ESPN/Adidas/Roland-Garros knowingly since those occupy close market territories in sports.
Except when it's on purpose - to warm the place for Nike's naming rights deal until time strikes, as @yankspurs speculates.

Having said that, it makes no marketing sense for Nike to sponsor a club stadium. Nike's too big a brand to get associated with a single (almost-)heavyweight in the game. A deal for both Bernabeu and Camp Now, for example, would be appropriate in theory but not in line with Nike's strategy.
 
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danielneeds

Kick-Ass
May 5, 2004
24,179
48,764
I think the naming rights thing is much like how Levy operates in the transfer market. Pretty sure he's playing chicken with a few interested parties, who probably hoped that as the opening got closer they could squeeze him down on the price a bit.

The placeholder branding is just him showing that he's prepared to wait for the right offer, and won't take anything less.
 

whitesocks

The past means nothing. This is a message for life
Jan 16, 2014
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I'm sure if Levy was offered close to what he was asking, he'd take it.
But his other thought might be that an unbranded stadium could be more attractive when it comes to selling the club.
It allows the new owner to put their mark on it. It allows them to dope the club with excessive funds from a partner business.
 
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