Connected Stadiums: over 100% increase in Telecom stadium naming rights deals

Cologne, 21.05.15 – Across European football, by the time the 2015/16 season kicks off, the revenues generated by naming rights deals from telecommunications companies will have more than tripled in the space of four seasons.

This growing trend is shaping both the North American Major Leagues and the European football leagues where today, the investment from specifically telecommunication companies into stadium naming rights is one outstripping all other industry investments in stadium sponsorship, Repucom’s latest Naming Rights report which releases today, finds.

Revenue from naming nights deals from telecommunication companies

revenue naming rights dealscombined revenue from naming rights deals from telecommunication companies

Investment increase in naming rights deals by telecommunication companies

Since the 2012/2013 season, the amount of money invested by telecommunication companies in the US into stadium naming rights deals has grown by over 68% ($20m). The growth rate is even greater in Europe, where football stadiums have seen a 266% ($16.2m) increase in the same period. Combined, this represents an increase of 103% ($36.2) on revenues generated.

As the basic requirement for mobile connectivity increases almost daily, demand for fans to be able to share their experiences, emotions and opinions via Social Media grows.

However, most of the stadiums worldwide have previously been poor for phone signal and online connectivity due to network overloads and the sponsors are seeing this as an opportunity to activate their brands through the sponsorship and exclusivity allowed to them through naming rights deals.

Wi-Fi or other mobile connectivity solutions in American Major Leagues

Glenn Lovett, president of global strategy, Repucom, said: “Stadiums and arenas worldwide are upgrading with high-tech internet infrastructure. This is especially true in the American Major Leagues where many sport facilities are equipped with technology such as Wi-Fi or other mobile connectivity solutions. These upgrades are setting the platform for the whole fan experience to change, particularly with the implementation of interactive apps featuring exclusive services.

“More and more telecommunication service providers are using Naming Rights partnerships with venues to secure their mobile connection solutions as a technology showcase. The rise we see in Europe is a reflection of this. As the demand grows from fans to be connected to ever quicker networks, so too will the investment from telecommunication companies as they work to ensure they’re in front of this audience. Something stadium owners and specifically telecommunication companies should be looking at even more closely in the coming years.”

Some of the biggest names driving this trend are the likes of AT&T which activates its AT&T Stadium partnership with a mobile app featuring all necessary event and venue information enhancing the fan experience at the stadium.

Officially known as the ‘Wembley Stadium connected by EE’ since February 2014, telecommunications company EE and Wembley intend to ‘make Wembley the most connected stadium in the world’ by establishing LTE and Wi-Fi as well as creating a mobile app. Avaya, naming rights sponsor of San Jose Earthquakes’ recently-opened MLS venue, also created a mobile app featuring an interactive stadium map, instant ticket access, a travel planner and social media integration.

Repucom‘s Naming Rights report is now available, for more details, please click here.