[外電] After a quarter century, Arco name t …

看板Kings (沙加緬度國王)作者eliczone (C'est la vie)時間15年前 (2010/09/22 02:27)推噓2(2推 0噓 3→)

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http://0rz.tw/3vjtG After a quarter century, the Arco name is coming down from the arena that houses the Sacramento Kings, forcing the struggling basketball team to scramble in tough times to find a replacement sponsor. 在四分之一世紀後，Arco這個名字要從國王的場館卸下來了，使得球隊必須忽忙去找贊助商。 The Kings' contract with the Arco oil company will expire in February, but company officials say the Arco Arena name will remain in place through the end of the upcoming season. 國王和Arco油公司的合約二月到期，但公司指出Arco Arena的名字會一直留到球季結束。 The parting of ways comes at a difficult moment for the Kings, with fewer and fewer businesses willing or able to dole out the millions of dollars that major league naming- rights deals typically draw. 來的不是時候，越來越少公司願意或有能力丟出數百萬來買冠名權。 Arco Arena itself has taken a public relations hit in the past few years – characterized by the National Basketball Association as an aging, inadequate facility that needs to be replaced. Arco Arena本身過去幾年被NBA認為是個老舊、不合適需要被替換的場館。 The NBA faces player contract negotiations next year, with the possibility that a labor stalemate could cause a lockout, further reducing the advertising value of basketball arenas. NBA明年面對著球員合約協議，有可能會造成封館，更使得籃球場館的廣告價值降低。 Nevertheless, marketing experts say the NBA and its teams remain powerful brands, and the chance to put the company name on the door of a major entertainment facility – even one the team hopes to vacate – remains compelling. 但是行銷專家說nba和球隊們還保有強而有力的品牌，也還有機會將公司名稱放在主要娛樂設施的門上。 Kings officials declined Monday to discuss their prospects for landing a new sponsor but said they see the Arco deal's end as an opportunity. 國王官方禮拜一拒絕談論他們在找新的贊助商，但表示他們認為Arco合約的結束會是一個機會。 "We are deeply appreciative of the historic 24-year run we enjoyed with our friends at Arco," Kings co-owners Joe and Gavin Maloof said in a news release on Monday. "This was one of the original, pioneering naming-rights partnerships in major league sports and entertainment. "Now there is an incredible opportunity for a new brand to integrate across all Maloof Sports & Entertainment platforms." 「我們深摯地感謝這24年來和朋友們在Arco渡過快樂的時光，這是運動和娛樂史上的始祖，現在有個很不可置信的機會讓新品牌來和所有Maloof運動和娛樂平台合作」 Scott Dean, a spokesman for oil giant BP, which now owns Arco, called the arrangement "a long and fruitful relationship." Dean declined to say why the company is ending its naming-rights sponsorship in Sacramento. The decision was made several years ago, he said, and is not related to BP's financial woes from this year's massive oil spill in the Gulf of Mexico. Scott Dean，是石油巨人BP的發言人，BP現在擁有Arco，稱這合作是"很長期和有效益的關係"。Dean拒絕談論為什麼公司要結束在沙城的冠名權。幾年前就已經做決定了，他說，而且和今年BP的經濟災難沒關係。 The Kings' groundbreaking mid-1980s agreement to put Arco's name atop their arena created a steady source of income over 24 years, estimated by several sources at between $700,000 and $750,000 a year. 國王在80年代中期破天荒的簽定合約讓Arco的名字放在場館上在過去24年創造了穩定的收入，估計一年在70萬到75萬之間。 Those numbers, however, looked increasingly modest as naming-rights deals boomed nationally in the 1990s and early 2000s, becoming a key income source for teams to help finance new stadiums and pay escalating player payrolls. 而冠名權生意在90年代和2000年代初期蓬勃發展，變成球隊的關鍵收入來源。 Oracle pays $3 million a year for the arena in Oakland that houses the Golden State Warriors and other events. FedEx pays $4.5 million a year for the new arena in Memphis, Tenn. 甲骨文每年付3m在勇士的場館。FedEx每年付4.5m給曼菲斯的新場館。 But the perceived marketing value of high-priced sponsorships for companies has waned notably during the recession. 但公司們高價的贊助關係在經濟衰退時也漸漸病態。 Paul Swangard, managing director of the University of Oregon's Warsaw Sports Marketing Center, said Arco company officials may have felt the Sacramento deal has run its course. Paul Swangard，說Arco公司也許已經感覺和沙城的生意已經步入尾聲。 "It was probably a deal of diminishing returns," Swangard said. Arco might have a "hard time justifying (the expense) in this kind of economy. I'm not sure anyone walks out of Arco Arena and immediately goes and gets their car filled up with Arco gas." 「這可能是筆入不敷出的生意，Arco可能在這種經濟情況下很難對這花費有正當的理由，我不認定任何人走出Arco Arena就會隨即去加Arco的油」Swangard說。 Swangard said companies now are more inclined to put their money into marketing programs that produce an immediate measurable payoff. Swangard說公司現在更傾向將錢丟到能夠有立即可量計收益的行銷活動。 Several larger sports franchises recently have been unable to sell naming rights to new facilities. 數個較大的職業球隊最近已經沒辦法將新場館的冠名權賣出。 "The two biggest and best stadiums in the world – Cowboys Stadium (Dallas) and the New Meadowlands Stadium (East Rutherford, N.J.) – have gone without naming rights," said Larry DeGaris, a professor of sports marketing at the University of Indianapolis. "That's an indicator of the market. It's awful, it's a really tough market for sponsorships in general." 「兩個世界最大最好的場館-牛仔運動場(達拉斯)和新草地運動場(East Rutherford)沒有賣出冠名權，這是市場的徵兆，這很糟糕，現在真的很難拉贊助」 The Kings, however, may count some positives as they look for a new name over the door, Swangard and others said. 然而國王也許還有幾個優勢。 Their more modest arena and Sacramento's relative small size in NBA terms means more companies may be able to afford a deal here. The NBA is still a powerful brand, Swangard said. "There's not many buildings that are home to NBA basketball." 在NBA中相對小的市場代表著更多公司能夠承擔這生意。NBA仍然是個很有力的品牌。 -- ※ 發信站: 批踢踢實業坊(ptt.cc) ◆ From: 115.43.134.16 ※ 編輯: eliczone 來自: 115.43.134.16 (09/22 02:31)