MetLife Signs On As First Cornerstone Partner with New Meadowlands Stadium |
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Written by U. S. Insurance News
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Monday, 23 June 2008 |
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Sports fans in the New York metro area will be seeing a lot more of MetLife.
Already a prominent sports promoter, MetLife has agreed in principle to
be the first major marketing partner of the new Meadowlands stadium in
New Jersey, the future home turf of the New York Giants and New York
Jets. The stadium is scheduled to open in 2010.
MetLife, which will be one of four cornerstone partners, will have the exclusive naming rights to brand one of the four main entrances to the new stadium and one of the four main scoreboards inside the stadium.
In addition, MetLife will become the official life insurance company of the Giants and Jets.
“We are incredibly pleased that a great company like MetLife is the first of our four cornerstone sponsors,” said Mark Lamping, president and chief executive officer of New Meadowlands Stadium Co. “The cornerstone sponsors will anchor the four corners of the new stadium and help make possible the best fan experience both inside the seating bowl and in the concourses.”
Beth Hirschhorn, MetLife senior vice president for global brand and marketing, pointed out that New York sports fans won’t be the only ones to see the insurer’s name. Not only will MetLife’s presence in the Meadowlands give the company significant exposure during nationally broadcast sporting events, but concertgoers at the facilities will see the brand too.
MetLife’s sports promotion strategy includes its three blimps (Snoopy One, Two, and Three) and its TV network partnerships covering major PGA Tour and USGA golf events, LPGA events, and Major League Baseball and NFL football games.
MetLife sponsors the 2008 New York Yankees and the team’s interactive countdown clock commemorating the last season at Yankee Stadium. The insurer also has a presence at Madison Square Garden for New York Rangers hockey and New York Knicks basketball games and is a sponsor of a major U.S. cycling team.
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