Want a big way to make a splash come Super Bowl Sunday? Purchase the naming rights to the stadium where the big game is set to take place. That's the strategy of Sun Life Financial, a Canadian insurance company that has sidestepped the usual advertising route to rename Miami's Dolphin Stadium. The arena, which will host Super Bowl XLIV in two weeks, will be known as Sun Life Stadium for at least the next five years.
Sun Life, a publicly held financial services company with about 20 million customers globally, will pay an estimated $4 to $5 million a year per the contract.
From the Sun-Sentinel:
The naming rights deal — one of the few struck during the economic slowdown — is aimed at helping Sun Life grow its brand and business in the U.S. For the Dolphins, it is the first time in more than a decade that the team will earn revenue from naming rights....Priscilla Brown, a senior vice president and U.S. marketing head at Sun Life, said the naming rights deal is one of a "3-part play" to improve the company's name recognition. The other steps include advertising and media outreach.