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Naming rights – Sun Life Stadium

Business | Sponsorship | Sport

By Andres Labourt

The Dolphin Stadium will be named the Sun Life stadium at an annual cost of US$7 million approximately. The name change takes effect just in time for the most important NFL games of the season, the Pro Bowl next week, and the Super Bowl on 7th February.

There is nothing new about the concept of naming rights generally but it’s interesting that it is the 7th deal made by the Dolphins since the stadium opened in 1987. Nevertheless, Sun Life executive Wes Thompson had a positive view of this and said. "It's not as if we have to fight a 20-year nomenclature that may have existed before. We kind of view that as an advantage for us."

But bearing in mind that the value of the stadium might have been devaluated due to the continuing changing of name, the right sponsorship activation will be again essential to make this deal a success. When exploited correctly through appropriate marketing programmes brands can immediately become familiar to millions of people and thus potential customers.

Sun Life is barely a recognised brand in America and having a major deal with one of the most famous NFL franchise stadium will increase their brand exposure to exceptional levels in the American market. With TV, radio, and print media, Sun Life will have its name promoted every time the stadium is mentioned. The financial company also considers the stadium as a unique place to have national and international visibility.

It is not new to see these sorts of sponsorship deals continuing to have a major role in the American market and this has led to a growing trend around the world. Sport is becoming bigger and bigger, therefore clubs seek different methods of driving business and revenues. On the other hand, sponsors are attracted by the increasing public interest in sports and the media coverage sport is receiving. However we think that there is a balance to strike.

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