ON N.J. SPORTS MARKETING
The cynical will look at the announcement of the new stadium naming rights deal for the Meadowlands with MetLife and wonder when their premiums will go up. Competitors in the insurance field will look at it and wonder what it will cost them in exposure. Sports marketers will look at the name looming over the Meadowlands and smile. In the end, why does MetLife make sense for the brand and the tenants of the stadium? There are a few reasons.
Location. Unlike many stadiums in urban areas, or those in the distance off of major thoroughfares, the new Meadowlands complex sits in one of the busiest corners anywhere in the world. Not only on the ground, where the New Jersey Turnpike and various other roads bring commuters and travelers by, many of whom are sitting in traffic staring at the new stadium, but even from the air, where planes leaving and arriving at nearby Newark-Liberty Airport will see the name and a Snoopy of two splashed outside the Stadium. For a brand that spends millions in traditional advertising, that type of subliminal and constant exposure is a huge added perk.