THE METLIFE STADIUM, home to National Football League (NFL) franchises the New York Giants and the New York Jets, has filled the final vacancy of its cornerstone sponsorship programme.
Technology brands SAP and EMC will co-sponsor the fourth corner of the stadium for the next ten years, with SAP assuming the lead role in terms of brand activation at the venue.
The SAP logo will be featured throughout the southeast corner entry point of the stadium — which will be named SAP Gate — as well as on signage above the corner's video board.
With each cornerstone partner paying between $7m and $8m per year, the deal is thought top be worth in the region of $70m to $80m. SAP will likely be contributing the lion’s share of the sponsorship fee but both companies will be afforded marketing rights to the stadium.
According to the official press release, SAP and EMC will work with fellow cornerstone sponsor Verizon to provide unparalleled “technological innovations that no other stadium or arena can offer”.
MetLife was originally signed up as a cornerstone sponsor of the then-called New Meadowlands Stadium. However, when a naming rights deal with German insurance company Allianz collapsed, MetLife stepped into the breach in August 2011, agreeing a 25-year, $400m deal.
The remaining cornerstone partners are Pepsi and Anheuser Bush, which activates its Bud Light brand at the stadium.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG