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AT&T Park
Nature:
Naming Rights Sponsorship of Major League Ballpark in San Francisco
Sponsor:
AT&T
Property:
San Francisco Giants
Sponsorship Investment:
$50 million in fees paid by AT&T over 24 years
Photos
Objectives
AT&T
- Make a major statement about position in Northern California market
- Take competitive swipe at companies moving into local telecom services
- Develop a promotional platform for all company divisions and products
- Generate revenue to offset portion of fees
San Francisco Giants
- Generate initial funding for privately-financed waterfront stadium
- Make impact on community prior to public vote on project
- Exhibit reality of project to other corporations for additional sponsorships
Primary Sponsorship Benefits
- Pacific Bell received (in addition to the usual array of promotional benefits):
- Category exclusivity for all telecom services, including Internet service, wireless and long distance, thereby blocking primary competitors
- Pass through rights for related categories which resulted in the recruitment of Nortel as a partner
- Substantial retail/exhibit space in the adjacent Pavilion building (not currently being used)
- Telecom business of the Giants and related organizations
- Title sponsorship of the Giants loyalty program
- Title sponsorship of one major special event (i.e., Cap Day, Fireworks Night)
- 130-plus tickets for each game at a sold out stadium, including 100 seats in the bleachers to be used for community relations programs
- Positioning as a technology provider in the Silicon Valley/Bay Area region
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