BrandDunk

Branding the World of Sports

Citi Field is gorgeous, but has too many advertisements

Posted by ZA on July 1, 2009

I was in New York City last week for work and took the opportunity to visit the new home of the New York Mets, Citi Field.  I was a guest of our work partners, NBC Sports, so I was treated to fantastic seats in row 1 behind the visitor dugout.  The seats not only afforded a great view of the action on the field, they also provided access to the array of clubs in the stadium.  So I feel like I got a complete look at what Citi Field has to offer, and I came away extremely impressed.

I had heard from friends who have been to both new baseball stadiums in New York, that the aesthetics of Citi Field blow away those of new Yankee Stadium.  And after visiting the new stadium in Queens, I can see why people have been impressed with the Mets new home field.  The architecture is impressive, the views from the seats are all great and the amentities are all first-class.  But there was one thing I didn’t like; Citi Field has too much signage on the outfield walls.

I should start by saying that I’m an advocate of teams & stadiums doing sponsorship deals.  I believe they are an essential ingredient for teams/venues to make money today.  But I also think there is a fine line between effective stadium sponsorship deals and overkill.  The Mets and Citi Field have sold too many sponsor positions on their outfield wall.  It doesn’t detract from the game, but I don’t feel that having that many brands listed is doing their sponsors any favors.  Corporations buy these ad placements to promote their their brand, but few probably enjoy being squeezed in between dozens of other sponsor logos.  The clutter kills a lot of the effectiveness that could have been garnered from the sponsorship deals.  Overselling the space also puts name brand sponsors like Budweiser and Pepsi next to off-beat ads for Spongetech.com, Buy US Gold Coins.com, FreeCreditReports.com and the NYC union represented the construction workers who built Citi Field.  I’m sure execs from Anaheiser-Busch and Pepsico are not thrilled with their placements.

Below are photos of the abundant stadium signage at Citi Field in New York.  During a quick count of the sponsors on the outfield wall I counted over 30 different brands, including; Budweiser, Chevrolet, Dunkin Donuts, FoxBusiness, Geico, Pepsi, Planters, Subway & Verizon.

Citi Field has over 30 sponsors on outfield walls

Citi Field has over 30 sponsors on outfield walls

Too many ads are one of the only drawbacks of Citi Field

Too many ads are one of the only drawbacks of Citi Field

It was a great experience at Citi Field, but Mets executives should consider thinning out the number of sponsors they display so prominently on the outfield walls.

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