Bridgestone Americas Inc., jeden z największych na świecie producentów opon i innych wyrobów przemysłu gumowego oraz Nashville Predators zawodowa drużyna hokejowa występująca w NHL podpisały umowę naming rights do hali w stanie Tennessee. Umowa będzie trwała przez 5 lat. Kwota kontaktu nie została ujawniona.
Nowa nazwa obiektu będzie brzmiała Bridgestone Arena, a jej inauguracja nastąpi podczas meczu Predators 3 marca 2010.
“Cieszymy się, że dzięki partnerstwie naming rights możemy wesprzeć miasto, klub oraz całe społeczeństwo Nashville” – mówiła Christine Karbowiak, Executive Vice President, Community and Corporate Relations, Bridgestone Americas.
Christine wyjaśniała, iż firma zaczęła dostrzegać korzyści z działań marketingowych innych niż tradycyjne, pomimo tego, że są one trudne do oszacowania. “Trudno ocenić wartość dumy członków naszego zespołu, kiedy przy wjeździe do centrum będą widzieć logo Bridgestone na tym budynku” – mówiła Karbowiak.
Metro Sports Authority, będący właścicielem zespołu, mieli obawy co do przyszłego utrzymania drużyny. Wiceprzewodniczący Steve North mówił, że tak długi kontrakt naming rights to dobry znak. “To wielki honor kiedy taka międzynarodowa organizacja jak Bridgestone przykłada pieczęć aprobaty i swoją markę na klub Nashville Predators oraz Nashville, to dodaje nam odwagi.” – mówił dalej North.
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