Competitive Edge - Sports & Entertainment Marketing News

Kraft Heinz reaches 5-year deal to maintain presence at Acrisure Stadium


The Heinz Red Zone will remain at Acrisure Stadium. And one of the big ketchup bottles could be returning as well.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do brands sponsor sports teams and leagues?
  3. What is sponsorship inventory?
  4. What are naming rights?
  5. Why are naming rights so valuable to a sponsor?
  6. What is a venue as it relates to the business of sports and entertainment?
  7. Why are naming rights valuable to a sports team or venue?
  8. Why do you think Kraft Heinz chose not to renew their naming rights deal?
  9. Why do you think Acrisure chose to invest in the naming rights once they became available?
  10. According to this story, Heinz will maintain a presence at the stadium. How so?
  11. How does that represent an example of sponsorship inventory?
  12. Why do you think Heinz still wanted to have a presence at the stadium?
  13. Why are some Steelers fans upset about the stadium name change?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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