You may have watched last week’s Ravens-Chargers game on Sunday Night Football and wondered why the announcers were referring to the Chargers’ home stadium as “Snapdragon Stadium.” It’s been named Qualcomm Stadium since all the way back in 1997.
Did Qualcomm sell its naming rights? Did another company come in with a higher bid? Nope. Qualcomm still owns the rights, and they decided to temporarily rename the stadium as a way to promote their Snapdragon processors.
“Snapdragon” is the brand name for Qualcomm’s application processors that power smartphones. Snapdragon processors by Qualcomm are “the digital brains” inside mobile devices made Snapdragon processors by Qualcomm are the digital brains inside mobile devices made by top manufacturers like Samsung, LG, Nokia, and HTC.
So, for approximately 11 days this holiday season starting December 18th, Qualcomm Stadium has been renamed Snapdragon Stadium. This coincides with not only last Sunday’s Chargers game against Baltimore but also two college bowl games: the San Diego County Credit Union Poinsettia Bowl (Dec. 21) and the Bridgepoint Education Holiday Bowl (Dec. 28).
I realize that San Diego is a long way from the Midwest, but this name change is intriguing to me for a number of reasons:
- Why haven’t stunts like this been done before?
- Will this be a trend that we’ll start to see more in the future?
When you are a company like Qualcomm that pays so much money to own the naming rights to a stadium (in the tens to hundred of millions of dollars), you want to make sure you are getting bang for your buck. Strategies like this will work. I didn’t know what Snapdragon processors were before learning about the stadium name change; did you?
Perhaps this will be something that we’ll see come to a Midwest stadium near you. For example, Conseco, which owns the naming rights to Conseco Fieldhouse in Indianapolis, is a holding company with insurance subsidiaries that include Bankers Life and Casualty Company, Colonial Penn Life Insurance Company and Washington National Insurance Company. Why couldn’t they decide to rename the arena “Bankers Life Fieldhouse” for a week as a way to drive some awareness to the subsidiary? They could do this with all of the subsidiaries to drive awareness.
Granted, I have not clue what Conseco’s contract with the arena and the Pacers stipulates, but you have to think that other companies will see what Qualcomm is doing and consider if it is something they should do as well.
What do you think? Do you think we’ll start seeing more temporary name changes like this in the future?