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October 2, 2007

New Yankee Stadium Offers Risky Naming Rights Opportunities

NewYankeeStadium.gifMany bloggers were relieved to learn that the New Yankee Stadium will retain its name... sort of. It is set to be named "Yankee Stadium at (insert company name here) Plaza."

TimesSquare.gifEven more reassuring is the fact that it will not look like "Times Square" inside, although there will be plenty of sponsorship opportunities inside the park for companies who want to give their brand name some prime exposure. Yes, you could probably get your name up on a hot dog stand or even a bathroom.

It is certainly true that the Yanks have given up a great deal of money to retain the Yankee Stadium name. The new park, with far better facilities, is going to cost in the range of $800 million to build. I am glad that the new Yankee Stadium has found a middle way between observing tradition and embracing naming rights.

But I was sad to learn that Babe Ruth Park will be torn down in the name of progress and I sympathize with those who love the tradition of the place. Will this mean the Yankees may face their own "Curse of the Bambino?"

You just have to wonder why they couldn't give the House that Ruth Built a facelift. Tradition and superstition are big in baseball, and possibly some of both will rub off on the naming rights within the stadium.

If enough fans feel left out of the skyboxes, being associated with the stadium may not be a home run for those wanting to win over the hearts and minds of New Yorkers.

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Posted by William Lozito at October 2, 2007 9:26 AM
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