In addition to the Levi's name on the outside of the structure (a deal worth a cool $220 million), the stadium is stuffed with sponsored amenities—from the Pepsi Fan Deck to the Safeway tailgate area. In all, the San Francisco 49ers inked 16 decade-long deals worth a cumulative half-billion dollars with sponsors "who wanted to establish brand equity inside of our game-day experience," according to the team's chief revenue officer Ethan Casson.
And when that game day happens to be the Super Bowl, all of these brands can expect "a significant uptick in exposure," said 49ers senior manager of corporate communications Roger Hacker.
Still, with so many brand names scattered around, will that exposure translate to new customers for those brands, too? Mario Natarelli, managing partner with brand agency MBLM, isn't sure. "They've taken this asset and sliced it into a million pieces," he said. "If you're going to build strong connections with your customers, is naming part of a parking lot the way to get there? We're skeptical."
This story first appeared in the Feb. 1 issue of Adweek magazine. Click here to subscribe.