Dan Berthiaume

Best Buy Theater Reaches Times Square

August 26, 2010

FROM RETAILWIRE:
The Nokia Theater in Times Square will become the Best Buy Theater in mid-September. The theater will mark Best Buy's first foray into naming rights for any entertainment site. What do you think of naming rights deals for retailers and consumer goods companies?      [more...]

I've always thought naming deals were overrated--it definitely gets a company's name out in a constant, public way, but quickly these sponsorships fade out of the public consciousness. For example, I just saw Tom Petty perform at a venue everyone in Massachusetts calls "Great Woods," although officially it is known as the Comcast Center and has gone through numerous sponsor names in the past 10 years or so. And everyone around here still says "Foxboro Stadium," "Boston Garden," etc.