Columnist Dean Juipe: ASU latest to sell arena naming rights

THE GOING rate is $5 million.

For tax purposes, it falls under advertising.

In reality, corporations see it as an investment.

In truth, it appears to be a frivolous risk.

But here's what a business gets for that seven-digit check: Its name on a stadium; its logo at center court, midfield or center ice; a luxury suite, usually with a dozen tickets per event; and its name on a stadium access road.

It's called naming rights and it's a trend that has passed the trend stage. In fact, it appears as if every stadium and arena in America has either sold its naming rights or is at least open to the suggestion.

The latest to take the bait: Arizona State University. Its University Athletic Center, a 14,198-seat campus facility, will now be known as the Wells Fargo Arena.

Will the financial services company get its money's worth?

It doesn't seem likely.

Does it care?

Probably not.

Wells Fargo had money to burn and ASU took a chunk of it, just as UNLV might be swayed to do if someone has the inclination and the cash to bump the words Thomas & Mack Center off the university's entertainment complex. Whereas arenas and stadiums were once named after civic leaders or perhaps to reflect the nickname of the team that plays there, today there are businesses willing to (over)pay for that prominence.

It's almost distasteful and it's right up there with corporations buying their way on to everything from boxing trunks to the Rose Bowl. It's now the AT&T Rose Bowl, for those keeping track.

But bowl games -- Poulan Weedeater comes right to mind -- have had a lengthy association with the corporate world, as have golf and tennis tournaments and race cars. Signage is all over the place and most fans have come to accept it.

Yet $5 million to have your name plastered on a stadium seems a bit extreme, even if everyone is doing it. New and under-construction venues are particularly attractive, as the Staples Center is being built in Los Angeles, the American Airlines Arena is going up in Minneapolis and new baseball stadiums in Milwaukee (Miller Brewing), Seattle (Safeco) and San Francisco (Pacific Bell) have broken ground with their naming rights already sold.

The typical baseball team used to name its park after the club or the team owner, which was simple and effective. Comiskey Park? You knew the White Sox were there. Tiger Stadium? Sort of speaks for itself.

Today it's a different story. Today you may have a hard time naming the baseball teams that play in these stadiums: Edison International; Bank One Ballpark; Cinergy Field; Coors Stadium; Pro Player Park; 3Com; and the most baffling of all, Qualcomm.

What's a Qualcomm and what's it doing on the facade of the building where the San Diego Padres play and where it once said Jack Murphy Stadium?

It's clutter and from an advertising perspective it's dilution. Qualcomm, for instance, is lost in the shuffle and is no better known now than it was before it muscled Jack Murphy's name off the Padres' home.

It should have lowered its sights and saved itself $5 million. It should have found a columnist to sponsor.

archive