Super Bowl may get name for Giants-Jets stadium
Landing the Super Bowl in 2014 should help the Giants and Jets
finally put a name on their new $1.6 billion stadium.
Speaking at a news conference Wednesday, the owners of the two
NFL teams said the selection of the stadium for the NFL
championship game in roughly 3 1/2 years is bound to attract
sponsors interested in seeing their company’s name on the
Whether the Super Bowl association boosts the price of the
naming rights is uncertain.
Some experts believe that the naming rights for the stadium
located less than five miles New York City might fetch $20 million
annually for the teams to split.
“It can’t hurt,” Giants co-owner John Mara said at the press
conference at the stadium on Wednesday, less than 24 hours after
NFL owners awarded the New York-New Jersey area the Super Bowl.
“This is a positive factor. It makes it an even more attractive
package, the potential naming rights part, but that will
Until the naming rights are sold, the stadium will continue to
be called the New Stadium at the Meadowlands. It was to officially
open Wednesday night with a Bon Jovi concert.
The Giants and Jets had naming rights negotiations with a German
insurance company in September 2008, but talks ended when it was
disclosed that Allianz once had ties to the Nazis. The deal could
have been worth an estimated $30 million annually.
Jets owner Woody Johnson said that the stadium will be in the
spotlight for a long time.
“Look at it this way, between now and 3 1/2 years, a lot of
eyeballs will be on that spot,” Johnson said. “So if you are in a
business like carpets or anything else you are selling that has to
be helpful rather than hurtful, you’re going to gain two billion
Giants co-owner Steve Tisch said that the teams have not
established a naming rights price, or a price they would like to
However, having the affiliation with the Super Bowl is a big
“It becomes an attractive additional component to a naming
rights partner,” Tisch said. “They will get a lot of exposure for
a long time prior to that Sunday in February.”
Steven Korenblat, a partner in the St. Louis law firm of Bryan
Cave, said landing the Super Bowl might accelerate any current
sponsorship talks, including naming rights. Korenblat noted that
because of the weak economy some sponsors might seek shorter deals
now, and longer ones when the economy improves.
“I wouldn’t say (the teams) are in the driver’s seat,” said
Korenblat, who helped negotiate Citigroup’s deal to put its name on
the New York Mets’ new stadium last year. “This looks still like a
buyer’s market very much so now. But on the other hand, if they
have multiple suitors considering these rights someone may be
motivated to grab the deal first.”
Mara said the Jets and Giants are thinking about bidding on
future Super Bowls, if the league will let them. The NFL allowed a
special exception for the teams to bid on the 2014 game.
The Jets and Giants owners also disclosed that they have to
raise $40 million to run the events surrounding the Super Bowl.
“John Tisch and Woody have some heavy lifting to do in terms of
raising the type of money needed to make this pay off,” Mara said.
“Someone asked before what the economic benefit is? You do not
make any money hosting the Super Bowl. You are lucky if you break
New Jersey Gov. Chris Christie and New York Gov. David Paterson
downplayed the possibility of snow and the cold spoiling what is
the first Super Bowl to be awarded to a northern open-air stadium
in the middle of winter.
Paterson said that bad weather has made some football games
special, like the Ice Bowl in 1967 or the Colts-Giants title game
“We will now have a game with many unanticipated moments,”
Paterson said. “It’s the unanticipated moments we remember.”
One offshore sports book has already established the over-under
for game day temperature for the Super Bowl at 34 1/2 degrees. The
odds on snow falling is 6-1 and on not falling 1-12.
“Trying to predict the weather even for tomorrow can be tough
at times let alone four years in the future,” Richard Gardner, the
sportsbook manager for Bodog, said in an e-mail.
“According to our research there is about a 10 percent chance
of snow falling in New Jersey at any time during early February
with the temperature likely to be between 34-35 degrees
Fahrenheit,” he said. “If someone wants to bet on if there will
be snow falling during the game four years from now at 6-1, we will
gladly take their action.”