The Arizona Cardinals just approved a 20 year, $154 million dollar naming rights deal between the University of Phoenix and the Phoenix Cardinals. Won’t make the team any better, but the for-profit Phoenix University – yes the one with all those annoying law degree pop-up ads – will now get its name out there even more when the team plays in the new University of Phoenix Stadium.So what, right? We already have FedEx Field, Staples Center, the Continental Airlines Arena, etc., so what’s one more, right? Even have Red Bull buying their own team in MLS.
On one hand, it just feels wrong. Traditionally, the separation of Church and State in college sports is supposed to mean a campus shall be free from the influence of corporate dollars.
But on the other? HA! (Cough, cough..., sorry, I’m back.) Unless you’ve been living under a rock, you can’t take two steps on any campus these days without spotting a Nike swoosh. Not to mention the effect TV revenue has on the sports programs there.
From a fan POV? Could be confusing watching a pro game in a stadium with a college name. This is different than the NY football Giants at the Yale bowl back in the day or the Saints last year being at different locations. This is long-term.
From a PR standpoint?
I believe Phoenix gets the better part of the deal here. They, like most brick and mortal schools offering online courses, desparately want to be viewed as legitimate in the eyes of traditional academia. (Having worked with several brands in this category, I can tell you this is foremost on their minds.)
Does this achieve that goal though, or is it just a good start? Is Phoenix more legit now because they basically traded up to get into the bigs, or did they just spend a shitload of money to get really good box seats for their boosters?
Will others follow from the the traditional university ranks? Does it matter? Or is all of sports just one big sellout now with the only difference between pro and college being the color of the uniforms?
Lotta questions. Curious on your thoughts people.
Tags: advertising, NFL, Arizona Cardinals, Phoenix University, online learning, NCAA, University of Phoenix Stadium
5 comments:
I have actually seen that stadium and it looks like a huge tire turned on its side. I was in Phoenix for just a few days, and pratically everyone I met worked for "the University." Strangely no one telecomuted. (Yes, I asked every single one.)
Strangely, the BCS rankings will be released soon, and they are giving away tickets on the BCS website (http://www.tostitos.com/playmakers/). SO GET GET 'EM! GO RUTGERS! (Sorry for the Jerzey plug.)
Do you think it's better if they have sponsors on team uniforms or on stadium names? The NFL, NBA, MLS, MLB, and NHL, could always do it soccer style...
Jersey plugs are ok.
The only sponsors on uniforms tend to be a little swoosh® or the like. Uniforms have thankfully been brand-free. As for choice of throwback colors, that}s another thing.
But NASCAR is the only sport I cna think of where brand logos are openly displayed on the vehicles.
Every other sport does up the stadium instead. Weird. As far as a preference, I think once the floodgates were opened for sponsors, no way they could just settle for one or the other. They want it all.
I suppose NASCAR-type branding on uniforms is a question of if, not when.
Just a comment - University of Phoenix doesn't serve law degree ads and no longer use pop-ups, pop-unders, or other intrusive advertising methods.
Yes. This was referring to the annoying ads people know them by. They’ve also rolled criminal justice programs into some of their tower ads and affiliate pages, but even still, Drudge just last week had two banners running for their law program.
Just like orbitz though and others in the ‘distance learning’ space (like Kaplan and Concord law, etc.), they annoyed people forever with pop-ups, and now want to take the high road by being less intrusive.
Brands need to think more about that. Getting attention is one thing, doing it by being annoying is another.
Just sayin.
Post a Comment