The branding is a chance to re-introduce the 140-year-old company to the world and widely launch its new recyclable Ball aluminum cup, the firm’s first consumer-facing product in more than 25 years. Colorado Avalanche-branded Ball aluminum cups. The vast majority of naming rights partners already have a large presence in the arena’s market, typically via a corporate headquarters. “You really can’t look or justify a naming rights deal on marketing and brand visibility alone,” says Excel’s Miller. Forbes estimates the naming rights component of the deal is worth roughly $6 million a year.

Source: Forbes October 22, 2020 14:10 UTC