We already have them for sports arenas and stadium, why not for airports? Or for that matter train stations, bus stations and metro systems. Seriously, it looks like airports may join the naming rights game. They are starting with “official” beverages.
Reportedly, Detroit Airport is looking at sealing a deal for naming an “official drink” with Pepsi.
In an effort to boost revenues, the Wayne County Airport Authority is considering forming exclusive sales and advertising deals with companies to create official brands for North America’s 13th-busiest airport, according to documents obtained by the Free Press.
If this marketing move is approved by the authority’s board, the airport’s first deal is likely to be with the Pepsi Bottling Group, documents show. The authority’s staff has recommended approval of a 7-year contract in which Pepsi would become Metro Airport’s official beverage sponsor starting Aug. 1.
These “official brands” will bring in more than a million dollars a year and certainly will help offset the money airports are losing as airline flight frequency is pared back. Plus, money from the branding side of the equation can be used to shore up some of the merchants suffering from dropping passenger sales.
Who’s to say that we might not see full-fledged naming rights to airports coming in the not-too-distant future. Are we ready for airports like Boston’s Fidelity Field, Arkansas Walmart Airport, Detroit’s Ford Field, Seattle Bing Airport, Cincinnati Procter & Gamble Airport, LA Staples International Airport or the San Jose Cisco Airport.
If these naming games keep our prices down, I’m all for them.
After several decades working in a variety of jobs as a newspaper writer, event publicist, communications specialist, and marketing director, Karen Cummings is now “retired” and working on Travelers United’s social media and newsletters in addition to occasionally contributing a travel-related article to TU’s blog. She lives close to her family in Fryeburg, Maine, and travels as often as she can.
