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NBA Finals Huge Opportunity for American Airlines
American Airlines owns the naming rights to both arenas that the NBA Finals will be played in, Brandweek reports. There is no other company with naming rights to arenas in any of the major sports (NFL, NBA, MLB and NHL) that would be able to take advantage of such a unique opportunity. American signed a 20-year, $42 million deal in 1999 for naming rights to Miami’s arena. In 2000, it inked a 30-year, $195 million pact for rights to the Mavericks’ home court. A seven-game series could garner American Airlines over $63 million of branding value.
Front Row Marketing Services estimates that American’s national exposure on ABC could top $9 million per game in brand presence based on the $400,000 cost of a standard 30-second spot. This comes from an estimated 11 minutes and 15 seconds of in-broadcast exposure from verbal mentions, signage and on screen graphics.