Apr
8
Oh na na, what’s its name?
Posted by: rodfcua | April 8, 2011 | Leave a Comment
What may come as a surprise to some is the fact the B.C. Place might not be B.C. Place anymore. The stadium, whose name has remained unchanged since it was completed in 1983, is being renamed when the, “roof opens,” later this year. The estimated cost associated with the naming rights is approximately $2.5 million annually for the next 25 years. They had to make some of their (ahem, our) money back somehow right?
What may not come as a surprise is which company is close to finalizing a deal for the rights, Vancouver-based, Telus. I suppose it makes sense that Telus would try an negotiate this deal as competitors Rogers and Bell already have numerous arenas across Canada with their name on them, such as the Bell Centre in Montreal and the Rogers Centre in Toronto (where my Jays play!). I can’t help but wonder, however, what’s the big deal? Why spend all this money just to put your name on a building? I understand that the company will inevitably get tons of free advertising given the number of events held at the stadium and its prime location, however, a name isn’t going to make me go out and switch service providers.
So what is it that Telus is trying to do? It probably has something to with building brand awareness. One of my classmates highlighted the fact that just being aware of a brand can help facilitate a purchase. The more that people hear and see something the more they become familiar with it. Someone who is unfamiliar with the various service providers here in Vancouver may see the name Telus and conclude that it has certain attributes that make it valuable, given the fact that its name is on the biggest piece of concrete in Vancouver.
I can’t help but wonder, however, that later on this year when I go watch the Lions/Whitecaps play in September I’m going to walk past Rogers Arena, into Telus Place/Dome/Ginormous Piece of Futuristic Concrete, and watch the Whitecaps play with Bell logos on their chest. I might just have to go to WirelessWave to mentally prepare for all this branding.
PS. That was a joke about going to watch the Lions. I’d rather watch paint dry.
PPS. Look at that picture…man I love this city.