Nature: Naming Rights Sponsorship of Major League Ballpark in San Francisco
Sponsor: Pacific Bell
Property: San Francisco Giants
Sponsorship Investment: $50 million in fees paid by Pacific Bell over 24 years

Objectives

Pacific Bell
- 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, "Pacific Bell Giant Rewards"
• 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