Turner Broadcasting System, Atlanta, in an effort to reduce ad "clutter," named only nine major sponsors joining Philips Electronics in Turner's new Philips Arena, home of the NBA's Hawks and NHL's Thrashers. They are Coca-Cola Co., Delta Air Lines, Home Depot, Powertel, United Parcel Service and WebMD, all Atlanta-based, as well as Anheuser-Bush, Bank of America and MediaOne. On a rotating basis, every electric sign will feature each sponsor for 30 seconds during basketball games and 45 seconds during hockey games. While each team will be able to add a few more sponsors, they will have very limited rights and cannot compete with the arena sponsors. No financial details were available, but it's estimated the nine sponsors are paying an average of $2.3 million annually for up to 10 years. Philip's 20-year deal is estimated at $180 million. The facility is due to open in two weeks.
Copyright September 1999, Crain Communications Inc.