Why do brands spend many millions of dollars on stadium naming rights?
Two words: captive audience.
At FirstEnergy Stadium in Cleveland, Ohio, for example, Browns fans see countless brand impressions over the four-hour game day timeframe. It makes sense that many of these impressions are made by the host.
FirstEnergy—whose 10 electric utilities form one of the nation’s largest investor-owned electric systems—tapped Mower, to create stadium signage that encourages fans to bring, turn up, and unleash their #BestFanEnergy.
In 2017, FirstEnergy paid the Cleveland Browns $102 million over 17 years for the naming rights to the team’s 73,200 seat stadium.
Now it counts.
— NFL (@NFL) August 30, 2019
The college season is already underway, and millions of football fans around the country are saying, “We Ready!” for more.