Koniec spekulacji –stadion na Euro 2012 w gdańskiej Letnicy, od dziś przez kolejne pięć lat, będzie nosił nazwę PGE Arena Gdańsk. Podpisanie 25. maja br. umowy między Polską Grupą Energetyczną a spółką BIEG 2012 zakończyło, trwające od grudnia, negocjacje.
Prezes zarządu PGE, Tomasz Zadroga, podpisując kontrakt na prawa tytularne do stadionu, ostatecznie rozwiał wątpliwości, narastające wokół wygranego pod koniec ubiegłego roku wyścigu o sponsoring.
Kiedy negocjacje przedłużały się, dochodziło nawet w mediach do spekulacji, że PGE zamierza wycofać się ze sponsorowania obiektu. Pisaliśmy o tym w kwietniu.
-Nie było takiego zagrożenia. Pojawiły się pewne kwestie prawne, które trzeba było dopracować. Prawo nie lubi pośpiechu, a chcieliśmy, żeby umowa była rzetelnie przygotowana, dlatego trochę to trwało – tłumaczył Michał Kruszyński, rzecznik spółki Biuro Inwestycji Euro Gdańsk 2012, która – obok gminy Gdańsk – jest właścicielem stadionu.
Podpisany kontrakt to największy projekt typu naming rights w Polsce. PGE na sponsorowanie gdańskiego stadionu wyda 35 mln zł w pięciu corocznych transzach. Spółka liczy jednak na to, że zysk reklamowy, wynikający z praw do nazwy obiektu, będzie co najmniej trzykrotnie wyższy niż wielkość nakładów poniesionych na tę inwestycję. Z kolei pieniądze od sponsora mają umożliwić miastu pokrycie kosztów, związanych z utrzymaniem stadionu, które mogą sięgnąć nawet 12 mln zł. Miasto zobowiązało się, że w okresie trwania umowy, każdego roku rozegra się na stadionie minimum piętnaście ważnych imprez sportowych lub kulturalnych.
- Jestem dumny, że możemy uczestniczyć w tym pionierskim przedsięwzięciu. Dla nas to bardzo ważny projekt z punktu widzenia budowania wizerunku i rozpoznawalności marki PGE, szczególnie w regionie, z którym wiążemy długofalowe plany rozwoju Grupy Kapitałowej – powiedział po podpisaniu umowy Tomasz Zadroga. Sponsor nie wyklucza, że wkrótce zostanie sponsorem jednej z tutejszych drużyn gier zespołowych czy też włączy się do rywalizacji o prawa do nazwy hali powstającej na granicy Gdańska i Sopotu.
– To naprawdę wielki sukces. Zarówno Spółki PGE Polska Grupa Energetyczna, spółki BIEG 2012, jak i Gdańska. Tym bardziej, że nasz stadion jest pierwszym w Polsce stadionem – gospodarzem EURO 2012, który uzyskał sponsora tytularnego. I to nie byle jakiego - oświadczył prezydent Gdańska, Paweł Adamowicz.
- Ten projekt ma szansę stworzyć standardy sponsoringu tytularnego w Polsce. Umowa może być wzorem dla innych firm chcących angażować się w Naming Rights – dodał prezes PGE. Prezydent miasta przekonywał:- Myślę, że niedługo się znajdzie w podręcznikach marketingu.
Źródło:
Oficjalna strona www Biura Inwestycji Euro Gdańsk 2012 Sp. z o.o.
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