Germanys World Cup Stadium Naming Rights Partners Miss Out On (US) $25.1 Million of Branding Exposure

Allianz, AOL, AWD, Veltins, Commerzbank, EasyCredit, Signal Iduna and RheinEnergie are estimated to be missing out on (US) $25.1 Million branding value per game, from their Naming Rights partnerships at the FIFA World Cup Stadiums in Germany.

Philadelphia, PA, June 25, 2006 --( As the US Soccer Team is defeated by Ghana in the first round of the 2006 World Cup at Franken-Stadion in Nuremberg, Germany, EasyCredit is no where to be found on the Stadium that once bore its name. FIFA required each World Cup host stadium to remove any corporate naming partner’s branding, during the month long tournament in support of FIFA’s official sponsors.

According to ROI projection analysis conducted by Front Row Marketing Services, a naming rights marketing and sponsorship research firm, each Naming Rights partner would have received an overall combined (US) $25.1 million in branding value from each televised game during the 2006 World Cup. Countries and television stations that were used in this analysis; USA (ESPN/ABC), United Kingdom (ITV), China (CCT), India (ESS), Canada (Rogers SportsNet/ TSN), Germany (ARD/ZDF) & France (TF1).

Each Stadium’s name and brand identity would have received an estimated 1 minute and 4 seconds of in-broadcast exposure during each game broadcast. This includes exposure from exterior and interior stadium signage and verbal mentions. 

The Stadium and Corporate brands that were affected:
Stadium Name Prior to World Cup Stadium Name during the World Cup
AWD Arena FIFA World Cup Stadium, Hannover)
Allianz Arena FIFA World Cup Stadium, Munich)
AOL Arena FIFA World Cup Stadium, Hamburg)
Veltins Arena FIFA World Cup Stadium, Gelsenkirchen)
Signal Iduna Park FIFA World Cup Stadium, Dortmund)
RheinEnergie Stadion FIFA World Cup Stadium, Cologne)
Commerzbank Arena FIFA World Cup Stadium, Frankfurt)
EasyCredit Stadion Frankenstadion 

“This is an unusual circumstance for Naming Rights, corporations buy naming rights to get exposure on a year round basis including major sporting events like the World Cup.” said Eric Smallwood, VP of Marketing and Research for Front Row Marketing Services “Revenues from these Naming rights partnership can be used to offset the cost of building the stadium or other expenses.” 

How the Naming Rights exposure value was calculated in various countries around the world.

Country/Broadcast Channel 30-Second Advertising Equivalent (Local Currency) Exposure Value (Local Currency) Currency Type Exposure Value in US$
US- ESPN/ABC $35,000 $373,333 US Dollar $373,333
UK - ITV £150,000 £1,600,000.00 UK Pounds $2,924,800
China - China Central TV (CCT) CNY 14,150,000 CNY 150,933,333.33 Renminbi $18,874,923
India- ESPN Star Sports (ESS) INR 30,000 INR 320,000.00 Rupees $6,958
Canada - Rogers SportsNet & TSN $20,000 $213,333.33 Canadian Dollars $190,571
Germany ZDF/ARD 125,000 € 1,333,333.33 € Euro- German $1,676,821
French - TF1 80,000 € 853,333.33 € Euro- France $1,073,163
Overall Combined Value (US$) $25,120,568
Note: This 30-second Advertising Equivalent is based on the average reported cost throughout the entire World Cup tournament.

Annual Cost of Naming Rights
(Includes those that have been reported)

Stadium City Reported Annual Cost Euro US Dollars
Allianz Arena Munich $5,800,000 $7,439,082
AOL Arena Hamburg $3,000,000 $3,847,801
AWD Arena Hannover $1,400,000 $1,795,640
EasyCredit Stadion Nuremberg $1,800,000 $2,262,375

Front Row Marketing Services, a division of public assembly facility management firm, Global Spectrum, is based in Philadelphia, PA with offices in Tampa, FL, Ridgefield, CT, Ft. Collins, CO, Des Moines, IA and Detroit, MI. Front Row has conducted sponsorship evaluation analyses for numerous sporting events and properties, including the NBA’s Philadelphia 76ers, NFL's Houston Texans and Philadelphia Eagles, Wachovia Center, the PGA and LPGA Tours, Dover International Speedway, and Boston University. Additionally, Front Row generates incremental revenue for public assembly venues and stadiums, sports teams and municipalities through the marketing and sales of naming rights, advertising/sponsorships, exclusive product and vendor rights agreements, premium seating and hospitality features. The company currently develops incremental revenue for over 29 accounts.

Comcast-Spectacor ( is the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the Philadelphia 76ers (NBA), the Philadelphia Phantoms (AHL), the two arenas in which their teams play, the Wachovia Center and Wachovia Spectrum, four Flyers Skate Zone community ice skating and hockey rinks and Comcast SportsNet Philadelphia. In addition, Comcast-Spectacor is also the principal owner of Global Spectrum, the fastest growing firm in the public assembly management field with more than 50 facilities throughout the United States and Canada; Ovations Food Services, a food and beverage service provider; New Era Tickets, a ticketing and marketing company for public assembly facilities; Front Row Marketing Services and 3601 Creative Group, a full-service in-house advertising agency. Comcast-Spectacor also owns the Bowie Baysox, the Delmarva Shorebirds, the Frederick Keys baseball teams, all affiliates of the Baltimore Orioles. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.

Front Row Marketing Services
Eric Smallwood