Google wants its own stadium. Or rather, he wants to put his name on a historic English stadium. The magazine Athletic tells about it, according to which the tech giant has been negotiating with Tottenham for some time to become the main sponsor of the Tottenham Hotspur Stadium.
Such agreements are quite common in the United States, where it has been common for brands to buy the rights to the name of major stadiums or convention centers for decades. The Joe Robbie Stadium, which is the stadium where the Miami Dolphin team is located, has been called Hard Rock Stadium for a number of years. Since 2021, the Staples Center will be called Crypto.com Arena, after the company of the same name that sells a credit card that supports payments in cryptocurrencies. Similar agreements are also common in the rest of the world and now even in Italy. In Australia there is a Marvel Stadium (yes, like the realm of comics and superheroes), the Austrians have the Red Bull Arena instead, while in Italy we have the Alianz Arena and so on.
Normally companies close a sponsorship with a term of several years, which – depending on convenience – can or may not be reconfirmed over time. It is also not uncommon for the same stadium to change name (and therefore sponsor) several times within a few years.
Tottenham Hotspur Stadium opened in 2019 after the older White Hart Lane was demolished. If the deal goes through, it could be called from 2023 Google Stadium – the agreement provides for a period of at least three years.
It’s not the first time Google has managed to place its brand at an event: In Los Angeles, the company has sponsored a 6,000-seat theater called YouTube Theater.
Source: Lega Nerd
