File: Jake Dean
Dallas Cowboys owner Jerry Jones
After AT&T signed its big naming rights deal with the Dallas Cowboys for AT&T Stadium, the sports business folks started buzzing about other big corporate names wanting to get in on the action.
"When the economy was hit hard, companies pulled back on sponsorships," Jeff Marks, managing director of Premier Partnerships, told the Dallas Business Journal. "They are now looking for amazing properties to buy brand equity and differentiate themselves."
Marks and other sports sponsorship experts spoke with the Dallas Business Journal about Dallas Cowboys owner Jerry Jones' latest win, the corporate money at stake, and how these deals impact the North Texas region in this week's cover story, 'What's in a name? Millions for the Dallas Cowboys.'
For Dallas-based telecom giant AT&T Inc., there's a lot of money at stake to differentiate the brand in a highly-competitive industry. In the first quarter, AT&T's media buy was up 27 percent year-over-year to $463 million, according to Kantar Media research.
AT&T isn't alone. Plano-based Dr Pepper Snapple Group is getting close to a deal with the St. Louis Rams to become the team's stadium soft drink partner.
With Dallas-Fort Worth being home to a number of large corporations the deals will likely continue to roll in.
Candace covers commercial and residential real estate and sports business.
Source: http://feeds.bizjournals.com/~r/bizj_dallas/~3/4GuUaA_gdqo/why-sports-sponsorships-are-snagging.html
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