Posts Tagged ‘49ers’

Last Summer at the Stick Promises to be Memorable

Monday, April 7th, 2014

stick logo 2014 aaa.psdSan Francisco Recreation and Parks, the owner/operator of Candlestick Park, is planning a diverse series of events for the final months of the historic stadium this summer, with proceeds being devoted to SF youth sports and the renovation of sports facilities at the Gilman Playground in the nearby Bayview district. BSS is providing partner development support, with Comcast Sports Net and NBC Bay Area signing on as initial media partners and more to follow soon.

Event highlights include:

  • US Men’s World Cup team soccer match vs. Azerbaijan (May 27)
  • Women’s pro soccer match featuring Bay Area Breeze (June 2)
  • Mexican club soccer match (teams) (July 6)
  • Joe Montana vs Dan Marino – NFL alumni flag football game (July13)
  • Youth sports camps and flag football tournament
  • Giants/49ers community open house (July 27)
  • Major closing concert (date TBD)
  • Auction/yard sale (Sept)

Following closure of the ‘Stick this summer, Lennar, the developer of the site and a valued supporting partner for the event series, will assume responsibility and plan for demolition or deconstruction of the stadium, to take place in 2015.

We are currently seeking partners to help underwrite the events and to fund the Gilman Playground and San Francisco Recreation and Parks Youth Scholarships. Opportunities range from lead sponsorship of the entire event series to targeted donations for Gilman. Please review our presentation or summary for more information, and contact us if your company is interested in participating.

New Naming Rights Deals Show Promise: Part 1

Friday, December 6th, 2013
Photo Credit: Vicki Thompson

Photo Credit: Vicki Thompson

Two new major naming rights deals were announced this week here in the Bay Area, each of which could create a ripple effect of other deals here and elsewhere. Each involved a financially challenged civic property whose naming sponsorships provide much-needed funding following major renovations of the venues. However, each deal was quite different in its scope, inspiration and visibility.

The two deals to which I am referring are:

  • City National Bank’s naming of the old San Jose Auditorium – now the City National Civic. The deal was announced this week in San Jose with a value of $1.2 million (gross) over a five year term.
  • Kabam’s naming of the football field at Cal’s Memorial Stadium – now Kabam Field at California Memorial Stadium, announced yesterday by Cal and Kabam execs. The terms of the deal are $18 million over 15 years, plus additional scholarship funding.

The impact of these deals should be very positive for other public or semi-public venues with naming or other major sponsorship opportunities available including the Masonic Nob Hill Auditorium in San Francisco, a jewel of a building that provides a high value naming platform; and a presenting level sponsorship position for the Santa Clara Convention Center, which happens to be a block from the 49ers new Levi’s Stadium. We’ll have more on each of these platforms later.

Taking it one deal at a time, the City National deal was very interesting for these reasons:

  • It follows another naming deal City National did in SoCal in 2011, the City National Grove of Anaheim. Evidently they saw good results from the first naming and know how to use such a sponsorship to generate a return.
  • The Civic (as most people will likely refer to it) has been renovated, so the company is not just attaching its name to an old building but an upgraded one that is poised for a solid run of more and better events.
  • The building is older and the events it hosts are an eclectic mix of concerts, family shows and private events, so it attracts a diverse array of audiences.
  • The location and connection to City government are of value to City National – having a named venue in such a strategically important spot carries high value for a financial services firm that is trying to stand out and compete with bigger companies in the space.

This deal portends well for the Masonic opportunity given some similarities and some differences that favor San Francisco’s historic Nob Hill theater. Live Nation now operates the theater and is undertaking significant renovations to modernize the building. This is the natural time to market a naming position and to make such a name change, as it is more likely to be accepted by the public and to be of greater value to the investing company.

Part 2 on Monday will explore the Cal Kabam deal and support the concept of how a second tier sponsorship can be positioned as the equivalent of a venue naming deal – if handled correctly and thoughtfully by all involved.

Eventful Times in the Bay Area

Tuesday, August 28th, 2012

With so many events and major sponsorship properties developing in the San Francisco Bay Area, it’s a great time for sponsorship marketers and corporate buyers to consider new options. With the recently concluded and highly successful America’s Cup World Series races proving the viability of that property, the year ahead will have an entirely new sports property in the mix, along with new opportunities associated with pro sports, museums, and major celebrations.

Some exciting opportunities to consider include:

  • America’s Cup – events in October 2012, then summer and fall of 2013
  • 49ers new stadium – opening in 2014
  • New Exploratorium science center – opening on the Embarcadero in April 2013
  • Bay Bridge re-opening celebration – part of a 2013 Year of the Bay program, opening to take place Labor Day weekend 2013
  • Orpheum Theatre naming rights and year-round Broadway series naming – on the market for the first time
  • Snow White 75th Anniversary at the Walt Disney Family Museum – November 2012-March 2013, followed by other world class exhibitions
  • SF Giants and Oakland A’s post season  – MLB is thriving in the Bay Area and it’s not too early to consider sponsorship of the 2013 season

Companies considering exploration and investment in any of these properties can receive expert counsel and an inside perspective from BSS, the regional leaders in major corporate sponsorship development. Give us a call or drop a note to discuss these or other large scale regional opportunities. We negotiate smart, creating strategic, commercial programs to leverage the best sponsorship properties available.

We wish you the best for the rest of the year and for all your sponsorships and events to come.

-Kevin

49ers Taking Right Approach to Partnership for New Stadium

Tuesday, September 28th, 2010

Recent developments with two high-profile properties in the San Francisco Bay Area feed into the hope I expressed in my last blog post. Both the San Francisco 49ers and the people organizing the bid to host the America’s Cup yacht races have talked about engaging with corporations in more sophisticated forms than what may have been the case prior to the economic downturn.

The 49ers are moving forward with grand plans for a new stadium in Santa Clara and admittedly have their work cut out for them, economically speaking. Given that the new stadium will be in the heart of the Silicon Valley, it is critical that they crack the tech sector for sponsorships and hospitality sales. Historically, tech companies are not the most active sponsors, and most regional sponsorship properties have difficulty generating much revenue from the sector. However, if a property truly engages companies in the space with their interests in mind and finds ways to integrate technology in a meaningful way, the major players will step up. Witness Cisco and the planned new Oakland A’s stadium (Cisco Field, now being planned for development in San Jose).

The 49ers are talking about making their new stadium the most technologically advanced in the country with an eye on fan experience enhancement, revenue generation and partner engagement. The organization is led by a group of young executives who seem to really get it and understand the need to talk the talk of the tech companies. They are not trying to force the tech companies to just see the value in working with a storied NFL franchise. By engaging the big corporate players on the latter’s terms, finding ways to meaningfully integrate tech products and services into the stadium experience, and extending to the larger media marketplace, the 49ers will generate much greater support from the sector. It is harder work to go in this direction but is, ultimately, the only way to generate the major sponsorships that will be needed to help cover the $800 million price tag of the new stadium. It’s exciting to see their forward-thinking approach to corporate partnerships.

I’ll provide more insights about San Francisco’s America’s Cup bid shortly, and will follow soon with some developments on the greening of Infineon Raceway.