Zaczęło się od ogłoszenia w lokalnej gazecie, jesienią ubiegłego roku. Drugoligowa drużyna baseballowa w Lansing w stanie Michigan, chciała sprzedać naming rights do stadionu, wcześniej nazywanego Oldsmobile Park. Firma General Motors Corp., która od 2004 roku nie wyprodukowała żadnego nowego Oldsmobile, kończyła sponsoring.
Zainteresowało to Dona LeDuc, dyrektora Szkoły Prawniczej Thomas M. Cooley Law School. Jeśli korporacje mogą czerpać korzyści z naming rights do stadionu, dlaczego nie może szkoła?
Trzy miesiące później, LeDuc i drużyna Lansing Lugnuts ogłosili zawarcie umowy. Oldsmobile Park zmienił się w Cooley Law School Stadium. LeDuc uważa że to pierwszy taki przypadek, że szkoła prawnicza zawiera kontrakt naming rights do obiektu sportowego nie związanego z uczelnią. Szkoła zapłaci drużynie 1.5 milion dolarów w ciągu 11-letniego czasu trwania umowy.
Lansing Lugnuts nie ukrywają swojej radości z zawartego partnerstwa. “Sponsoring jest bardzo ważny w sporcie zawodowym” mówi Sherrie Myers współwłaściciel Lansing Lugnuts “W Lansing tego rodzaju wpsparcie stadionu pomaga w utrzymaniu przystępnych cen biletów dla rodzin i przyjaciół z okolicy, którzy chcą bawić się uczestnicząc w widowiskach o wysokiej jakości i niskiej cenie przyjaznej dla rodzin.”
Szkoła Cooley od dawna prezentuje odmienne od innych szkół podejście do marketingu – reklamuje się na bilboardach, w sponsorowanych programach telewizyjnych i radiowych. Teraz stawia na nowoczesne rozwiązanie typu naming rigths do stadionu. “Jest to trochę unikatowe przedsięwzięcie, ale to tylko pokazuje w jaki sposób prowadzimy nasze działania marketingowe, które pozwalają zaistnieć nam z nazwą na stadionie” powiedział LeDuc.
Niektórzy sceptycznie podchodzą do tego typu inwestycji i pytają się po co szkoła miałaby podejmować takie działania. “Ludzie lubią okłamywać siebie, że edukacja nie jest konkurencyjna, a okazuje się że jest” mówił LeDuc “I prawdopodobnie będziemy mogli obserwować więcej takich działań w przyszłości. Bilboardy kosztują dużo więcej. To tylko 135 000 dolarów rocznie przez 11 lat. Nie jest to wygurowany koszt, a ja jestem pełen nadziei, że z czasem uda nam się spojrzeć wstecz na tą inwestycję i zobaczyć że było warto.” mówił dalej LeDuc
W Cooley Law School studiuje 3600 studentów. Szkoła ciągle się rozwija, ale utrzymanie liczby studentów na obecnym poziomie wymaga istnienia w świadomości publicznej, chociażby poprzez wystawienia swojego logo i nazwy na widok. “Chcemy zainteresować przyszłych studentów, którzy myślą o wybraniu szkoły prawniczej, ale nie zwracali uwagi na Cooley. Musimy przyciągać uwagę i musimy przyciągać studentów. Jesteśmy instytucją, która utrzymuje się z czesnego i musimy znajdować kolejne źródła dochodu” mówił LeDuc.
Oprócz praw do nazwy Cooley zyskuje również możliwość korzystania ze stadionu, który jest położnony niedaleko studenckiego kampusu, organizacji eventów dla studentów i absolwentów. “Mam wrażenie, że naming rights będzie podobne do billboadru. Napis na stadionie jest widoczny dla przywających z wszystkich czterech stron. Będziemy też umieszczeni na znakach drogowych w mieście. Dodatkowo otrzymaliśmy przestrzeń reklamową na terenie stadionu i znajdziemy się na oficjalnej stronie drużyny Lansing Lugnuts” mówił LeDuc
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