Last night, I read the article “Name Game: New Balance Shelling Out $500K for High School Stadium Naming Rights” posted on Brand Channel.  (http://www.brandchannel.com/home/post/2011/10/11/New-Balance-Shelling-Out-24500K-for-Gloucester-Naming-Rights.aspx)

The author suggests that it is no longer a plan, but a ‘will happen’  as the chief fundraiser, Dick Wilson, puts it. The Newell Stadium will definitely turn into New Balance Track and Field at Newell Stadium in the coming year. This reminds me of a similar sponsorship affair that happened this May in Beijing, China, which didn’t go as smoothly, rather the contrary.

The controversy involved a faculty building in the prestigious Tsinghua University, a popular apparel brand, and a raging public. In May 2011, the Fourth Teaching Building on campus was renamed as “Jeasnwest Building”. This change immediately led to protests among students and lecturers. One of the arguments was that an educational institution like Tsinghua should not associate itself with obvious sponsors. Others feel that it is highly inappropriate to rename a building without asking for opinions and feedbacks from the public.

In the end, Tsinghua stepped back from the change under enormous public pressure. Jeanwest’s bold marketing campaign failed… or did it? In fact, by the time their brand name was removed from the building, Jeanwest has already gained the attention they desired. More people are familiarized with its brand image, even though it might not have been a positive one. Yet sometimes no fame equals bad fame.

Likewise, if it’s not for the sponsorship, who would take notice of worn-out high school stadium in a town? For New Balance, they gained another chance to be under the spotlight which is worth more than the $500K they are going to spend. Both sides are winners, and that’s the bottom line.