The Naming Rights Thread

bbunc

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The AJ fight would be massive in terms of exposure. I’m trying to think of something bigger as a one off non football event. Everyone one of these adds to the stadium brand and obviously naming rights value. I think what I failed to realise but levy probably realised from day 1 was just what a juggernaut the stadium could become as a stand alone brand. Which ultimately adds value and cache to the club.
Why would a boxing match add any material exposure? Boxing has next to no worldwide appeal. Gets substantially less views in the US than fake wrestling. Well less than 1M PPV buys. Think it’s around 1MM in the UK.

I mean, it’s better to have an event than not to have one, and I guess maybe a slightly diff audience than normal, but it’s not like that’s some genius move that will have naming rights sponsors lining up to increase their bid.
 
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I think I've just realised why Levy hasn't seemed arsed about the naming rights. I've been as baffled as anyone by his seeming disinterest in the matter, but now that I think about it, the reason is blindingly obvious.

Looks like AJ will be fighting at the stadium in June. I think the other 2020 non-soccer events that we know of are 2 Gn'R gigs, 2 NFL games, the Saracens rugby day, a Rugby League Ashes Test (in November) and hopefully that big fight. That's 7 major events. If I recall correctly, we have planning permission for 16, and I'd expect several more of those remaining slots to go in the coming months.

All the while, Spurs continue to lean heavily on the "Tottenham Hotspur Stadium" branding, including for all these events.

I think what's happening here is that we all way - waaaaaayyyyy - overestimated the sponsorship value of being in situ as stadium sponsor on Day 1 - along with the publicity the stadium opening would get - and we all way - waaaaaaaay - underestimated the added value that a couple of years of successful events being held at the venue would offer. Big bookings like the AJ fight really drive home what potential sponsors might expect for their investment.

Also seriously underestimated - certainly by me - was how widespread the use of the name "Tottenham Hotspur Stadium" would become. We're getting used to hearing those words on American lips. And South Korean ones. That branding, which I thought was a mere placeholder till the sponsor came along, is, amazingly, in itself gaining equity! That's nuts. At this point, any naming rights sponsor is not only getting the international, multi-event profile of the venue, they're also getting that increasingly famous arena, the "Tottenham Hotspur Stadium".

In context, the fireworks on opening night were small beans. Levy, I think, realised this all along. The real goldust was in what the place would become in the proceeding 2 or 3 years.


TL-DR: Get an MBA, kids.
Did you work it out from reading this thread, seeing as its been discussed loads already?
 

coys200

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Why would a boxing match add any material exposure? Boxing has next to no worldwide appeal. Gets substantially less views in the US than fake wrestling. Well less than 1M PPV buys. Think it’s around 1MM in the UK.

I mean, it’s better to have an event than not to have one, and I guess maybe a slightly diff audience than normal, but it’s not like that’s some genius move that will have naming rights sponsors lining up to increase their bid.
Boxing doesn’t have worldwide appeal are you kidding. Some of the most famous sportsmen of all time have been boxers. And probably the most famous and celebrated sportsman of all time.
 

Lilbaz

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Boxing doesn’t have worldwide appeal are you kidding. Some of the most famous sportsmen of all time have been boxers. And probably the most famous and celebrated sportsman of all time.
Ppv has killed it off a lot. It's still very popular. But i doubt many in asia, africa or s america could tell you who the middle weight wbc champ is.
 

ComfortablyNumb

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Why would a boxing match add any material exposure? Boxing has next to no worldwide appeal. Gets substantially less views in the US than fake wrestling. Well less than 1M PPV buys. Think it’s around 1MM in the UK.

I mean, it’s better to have an event than not to have one, and I guess maybe a slightly diff audience than normal, but it’s not like that’s some genius move that will have naming rights sponsors lining up to increase their bid.
You are confusing quality with quantity. Boxing has a very specific demographic. Advertisers know exactly who their messages will reach. And exactly what mood their audience will be in. Very valuable.
 

bbunc

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Boxing doesn’t have worldwide appeal are you kidding. Some of the most famous sportsmen of all time have been boxers. And probably the most famous and celebrated sportsman of all time.
yes, but it’s not 1975 anymore. In any case, a boxing match isn’t why we’ve waited to sign a naming rights deal or some brilliant strategy that’s going to make it more valuable.
 

coys200

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yes, but it’s not 1975 anymore. In any case, a boxing match isn’t why we’ve waited to sign a naming rights deal or some brilliant strategy that’s going to make it more valuable.
Levy built the stadium for multipurpose to be a brand in its own right. Getting this fight would be a big deal to him and pretty embarrassing if Arsenal get it. Every high profile event adds to the cache and reputation of the stadium as becoming the go to venue in London.
 

Yid-ol

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yes, but it’s not 1975 anymore. In any case, a boxing match isn’t why we’ve waited to sign a naming rights deal or some brilliant strategy that’s going to make it more valuable.
But the more events (and big events) we can hold at the stadium, the more the naming rights will be worth.
If we only played football at the new stadium we could only charge for the value for this, but add in other events like NFL, Gaming events, concerts and boxing then the value of exposure goes up drastically around the world meaning the value of the naming rights go up.
 
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