AT&T Park

Nature:

Naming Rights Sponsorship of Major League Ballpark in San Francisco

Sponsor:

AT&T

Property:

San Francisco Giants

Sponsorship Investment:

$50 million in fees paid by AT&T over 24 years

Photos

Objectives

AT&T

  • Make a major statement about position in Northern California market
  • Take competitive swipe at companies moving into local telecom services
  • Develop a promotional platform for all company divisions and products
  • Generate revenue to offset portion of fees

San Francisco Giants

  • Generate initial funding for privately-financed waterfront stadium
  • Make impact on community prior to public vote on project
  • Exhibit reality of project to other corporations for additional sponsorships

Primary Sponsorship Benefits

  • Pacific Bell received (in addition to the usual array of promotional benefits):
  • Category exclusivity for all telecom services, including Internet service, wireless and long distance, thereby blocking primary competitors
  • Pass through rights for related categories which resulted in the recruitment of Nortel as a partner
  • Substantial retail/exhibit space in the adjacent Pavilion building (not currently being used)
  • Telecom business of the Giants and related organizations
  • Title sponsorship of the Giants loyalty program
  • Title sponsorship of one major special event (i.e., Cap Day, Fireworks Night)
  • 130-plus tickets for each game at a sold out stadium, including 100 seats in the bleachers to be used for community relations programs
  • Positioning as a technology provider in the Silicon Valley/Bay Area region