Companies usually own the naming rights of arenas but not the ice itself. They can raise brand awareness through ad placement and increased visibility in the media and video games.
This new agreement works on two levels. On one hand, people will have to talk about the 'Lexus Rink at the BankAtlantic Center' from now on. Lexus already had its own branded parking lot inside the arena.
On the other hand, sports commentators and late-night talk show hosts will fire amusing one-liners like ''Panthers ran out of gas in third period on Lexus rink'' or ''Panthers offense stalled on Lexus rink''.
What do you think? Good or bad marketing?
Source : SunSentinel