Titans, Nissan see 'great opportunity' with naming rights deal

Sixteen years ago, happenstance created an unforgettable marketing boon for the Tennessee Titans.

The release of the popular movie Remember the Titans coincided with the NFL franchise’s unexpected run to the Super Bowl during the 1999 season. The film only added to the undeniable fairy tale feeling as the team rolled to a 13-3 regular season record and three playoff victories.

If there is actual value in that type of name synergy, the franchise’s new 20-year naming rights deal with Nissan North America might actually put the Titans, who have not reached the postseason since 2008, back on the road to success.

The pact, financial terms for which are not being disclosed, rebrands the team’s home field as Nissan Stadium and guarantees an important revenue stream that extends beyond the current lease. For the automaker, which has its North American headquarters in Franklin, the move comes in advance of its launch of the new American Titan pickup, which is produced at its Smyrna plant.

“It marks an alliance between two companies who value their deep roots in Middle Tennessee,” Kenneth Adams IV, grandson of Tennessee Titans founder Bud Adams and a member of the current ownership group, said in announcing the deal Thursday at the stadium. “… Like the Titans, Nissan clearly values Middle Tennessee.

“We believe that this is a great day for all of us.”

The announcement event drew a broad cross section of Middle Tennessee’s political, business and sports leaders.

In addition to the Titans, Nissan Stadium will continue to be home field for Tennessee State’s football team, a primary locale for the annual CMA Fest and the site of other events, such as next week’s international soccer match between the United States and Guatemala.

“Smart collaboration creates bold opportunity and this is certainly creates a great opportunity for both of these organizations,” Mayor Karl Dean said. “… This stadium is one of the most recognizable features of the Nashville skyline. Its opening back in 1999 was a signal to the rest of the country that Nashville was a big league city.

“Everyone calls us the ‘It City’ now, but getting an NFL team and stadium were important building blocks to our success,” Dean added.

LP Building Products struck a 10-year deal, which has now expired, in 2006 to have its name on the venue. The deal with Nissan came together over a period of 18 months but does not eliminate the team’s ties with Nashville-based LP, which will remain a corporate sponsor and suite holder.

From 1999 through 2002, the facility was known as Adelphia Coliseum. That association fell apart when Adelphia Communications Corp. filed for bankruptcy.

“We’re excited to solidify a long-term deal,” Adams IV said. “We’re obviously on our third name and I think it’s important for us to solidify that name for years. Nissan was on board with that. They certainly didn’t want to have to renegotiate after a few years.

“They’re good with it.”

The question is whether or not the Titans can be a better team because of it.

 

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Call it what you will, Titans' home has new naming rights partner

Apparently, entering into a naming rights deal with the Tennessee Titans not only allows a corporation to put its name on the NFL team’s home field, it also provides the opportunity to define the venue.

Adelphia considered the structure on the East bank of the Cumberland River a coliseum. For the last 10 years, LP Building Products viewed it as a field.

Now comes Nissan North America and its belief that it is a stadium.

The Titans have reached an exclusive 20-year agreement with the automaker that will rebrand the facility as Nissan Stadium beginning with the coming season, according to a report from The Tennessean. The report said a formal announcement was to come Thursday.

Downtown-basd LP signed a 10-year deal in 2006 that established LP Field as the Titans’ home. That deal is set to expire this year, although The Tennessean report says that the sides will maintain a business partnership.

The building was called Adelphia Coliseum from 1999 through 2002 and simply The Coliseum in between that deal and the one with LP.

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Brand Forward to focus on 'progressive marketing conversation'

Nashville-based Good People Creative will host Brand Forward on Wednesday, June 17, from 8 a.m. to 10 a.m. at Bridgestone Arena.

The annual event is meant to bring together business owners and marketers to discuss strategies for both large and small businesses.

“We started Brand Forward as a progressive marketing conversation,” Cole Evans, CEO of Good People Creative, said in a release. “We had the advantage of speaking with a wide range of individuals about their media consumption habits and other relevant marketing and communication topics. There’s two years worth of this data, and we’re eager to share it with attendees.”

The event’s main conversation topics will center on traditional and digital media buying, search engine marketing and content strategy.

In addition to Evans, panelists will discuss the power of a generational conversation. Featured expert speakers for the morning include:

• Tena Mayberry, CEO of Century II

• Michael Burcham, entrepreneur and investor

• Lisa White, director of store marketing for Tractor Supply Co.

“I think attendees will walk away with an ‘Aha’ moment. The important thing to recognize is that each generation has a different style of communication. You need to keep your audience in mind and be receptive to what communication style suits them best,” Mayberry said. “It’s improving your communication, which will improve your brand, which will improve your business.”

Tickets range from $30 to $2,500, with built-in offers such as one- and two-hour marketing analyses and a 2015 trend report.

For more information on Brand Forward or to purchase a ticket, visit Eventbrite or www.brand-forward.com.

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