The St. Louis Blues have found a new naming rights partner in Enterprise.
While the St. Louis Blues did not make the playoffs this year, they are still in the news due to a change in their arena name. Starting next year, the Blues will be playing in the Enterprise Center which was formerly known as the Scottrade Center.
The exact monetary value of the deal has not been disclosed, but naming rights are typically some of the most expensive deals out there. Moreover, the deal is for the next 15 years which provides both sides the ability to adapt and provide consistency to the consumer.
Enterprise Holdings also holds a sponsorship with the NHL where they leverage television ads, signage, and other marketing campaigns. The automotive company will be extending their sponsorship efforts in hockey through added signage with the St. Louis Blues.
St. Louis is not a random selection for Enterprise either. In fact, the company was founded in the area and some of the executives for Enterprise are in the ownership group for the team. If Enterprise was to put their company name on an arena, the Blues' arena easily makes the most sense.
1. Naming rights are expensive because they are valuable. People will see your company's name whenever they go to an event there or even if they are in the area. The Blues' arena holds roughly 100 events per year.
2. Typically, it makes sense to extend sponsorship efforts in a field you already know and have success with rather than find a new and uncertain one.
3. Enterprise has their national activations with their league-wide sponsorship and their arena being shown on tv as well as now local activations with the St. Louis area. It is also an area Enterprise knows well.
4. From the brand or agency side, think of signage opportunities, especially in high traffic areas. Obviously naming rights are not available all the time, but brand awareness is key for association and success.
Written by: James Campbell
James Campbell is a recent graduate of the University of Michigan with his B.A. in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell