The American Airlines Basketball Stadium

The world is filled with various methods of communicating a company message to the public. Advertisements come in various forms such as banners, signs, packaging, and even stadium sponsorship. A highly recognized and even expensive form of sponsorship includes the ability to name a sport’s stadium. The American Airlines basketball stadium, located in Miami, is just one of the many stadiums operating under such agreement with a large corporation. Naming rights is a technique companies employ to support building upon brand recognition or promoting products. Brand recognition is a significantly important aspect of establishing a prosperous brand by structuring a product viewed as superior to competing brands and companies. Not only do companies benefit financially from stadium naming rights, but consumers begin to draw connections to the company the stadium is named after.
The naming rights of the basketball stadium located in Miami, Florida currently belongs to American Airlines. Consequently, the airline receives substantial exposure through seasonal sporting events. In addition, for several years the stadium was home to the admired basketball star LeBron James. The affiliation drew additional fan and media attention across multiple platforms. The sports team …show more content…
Consumers attending games or events, pedestrians, traffic, TV or internet viewers, and social media are few of the various exposure outlets stadium sponsored are privileged to. The name of a stadium maintains the ability to achieve millions of consumer impressions, which may be extremely difficult to accomplish using traditional advertising methods (Kalb, 2013). Establishing a connection to consumers through relatable outlets is a highly sought after goal in marketing brands and specific