There are 14 months left before the new arena opens, and as far as naming rights are concerned, the clock is ticking.
The much-anticipated report from TeamServices, the company marketing the arena’s naming rights, ended with no new sponsors being introduced. TeamServices’ PowerPoint presentation shows they’ve identified 24 local corporate targets, 29 regional targets and 19 national corporate targets. Thus far, no dice. But no need to panic.
At least not yet. Page 10 of the PowerPoint highlighted national projects that don’t have a naming rights partner. There’s the Cowboys complex, the Jets/Giants stadium, Nationals ballpark in D.C., all in major media markets. TeamServices’ E.J. Narcise, Co-Founder and Partner, said he was confident that arena will not open without a naming rights sponsor, and that it’s nothing to worry about until six months out.
“We’re at a pinnacle, at 14 months out,” he said. “Six months out from building completion is time to be concerned. We’ve approached 70 corporate targets, and 16 remain active. The conversations have gone from CEO on down, and are being analyzed by marketing. It’s very likely.”
Jim Host, Arena Authority chairman, says there’s nothing to worry about on the long-term, because TeamServices is required to guarantee $2 million per year for the first five years, whether they sell anything or not.
“We have a fixed guarantee from Learfield (TeamServices parent company), and that’s what we used in getting our money from bondholders. If they didn’t do anything, we had a fixed guarantee of $2 million per year for first five years. It’s incumbent on them to cover the guarantee.”
Narcise sounds confident, as you would expect.
“At the end of the day, there will be the right partner for this. We’re confident, because companies are not going to stop advertising. They’re going to find more creative ways to advertise.”
Narcise said the goal is to sell the naming rights in the next 120 days.
The one success in the arena partnerships area is that Norton Healthcare committed $10 million over 10 years for an in-Arena Immediate Care Center. TeamServices is actively selling other partnerships, and says it expects to bring in $8-10 million more before the end of the year. Again, Narcise is all about confidence.
“We won’t use the economy as an excuse,” he said



























4 responses so far ↓
1 AB // Jul 20, 2009 at 1:59 pm
Come on YUM! You can’t let the opportunity pass you by to trump Schnatter’s “Big Papa” stadium. It’s got to be the KFC Arena, nicknamed “The Bucket”. It’s just too good!
2 William // Jul 20, 2009 at 5:35 pm
It should be called either the Jerry Abramson Pavilion or the Cordish Center, only in jest.
3 zipp // Jul 21, 2009 at 12:05 am
The debacle that is “Bailout Arena” is evident throughout this article. Jimbo is “confident”; yeah, so am I.
4 Carter Burger // Jul 21, 2009 at 7:51 am
Why does everything have to be named after something? Why can’t we just call it Louisville Arena? The arena in Nashville was call the “Nashville Arena” until just a few years ago.
Leave a Comment