L.A.’s Staples Center will be renamed Crypto.com Arena.

Posted by & filed under Part 1 Business in a Global Environment, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

Description: During the dot-com boom two decades ago, high-flying technology companies bought up naming rights to stadiums and arenas, giving the world PSINet Stadium and Enron Field.

Source: NYTimes.com

Date: Nov 17, 2021

Link: https://www.nytimes.com/2021/11/11/business/staples-center-crypto-arena.html?

Questions for discussion:

  • What are the brand related benefits gained by branding the sports center Crypto.com?
  • Do you think the benefits decline over time?
  • What are the possible drawbacks to this strategy, for the brand and for the center?

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