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Incorporating Corporate Sponsors Into Sports Stadiums

American sports facilities these days are very cutting edge when it comes to corporate sponsorships, and the way that they’re able to activate them and incorporate them into the stadiums themselves. One example of this from the early 2000s was with Lucas Oil Stadium in Indianapolis, which is the home of the Indianapolis Colts NFL team. They had a sponsor called HHGregg, which was an appliance store that sold refrigerators, televisions, ovens, etc.

So, in Lucas Oil Stadium, they had a large section just outside of one seating area, which was essentially designated as the HHGregg corner. This section also was not sectioned off with walls, so it allowed people walking through the stadium to very easily pass through it. And when they do so, they’re walking past washers, dryers, refrigerators, and televisions. Plus, every screen that you’d see anywhere in the stadium was an actual item that you could purchase at HHGregg. Essentially, the organization did a great job of promoting their sponsor company, and created a setup where people could actually shop there during games.

We also know that historically, the NFL is viewed as a kind of family experience to watch games and cheer on your favorite team. So at the games, you’ve typically got husbands and wives who may be walking around and realize that they happen to need a new washing machine or other appliance. When that happens, they’re conveniently able to just make that purchase right there at the stadium. This is one example of a very natural, effective way to incorporate a sponsor into a stadium.

Another interesting example is what Major League Baseball has done with Taco Bell. They have held a really interesting promotion in conjunction with the fast-food restaurant, which they call “Steal a Base, Steal a Taco” and have run during the World Series. And during this promotion, if any one player steals a base during the series, Taco Bell announces a date and time that anyone in the United States can visit one of their restaurants and receive a free taco. This way, the league integrated the sponsor, Taco Bell, with not only the fans at the stadium, but the fans watching at home as well.

How sports brands integrate corporate sponsorships, sports management strategies, and global sports marketing are just a few of the concepts you can learn about with sports management education. And, with nothing more than an internet connection and desire to learn, you can give online sports management education a try.

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