It’s that time of year, that’s right it’s football season! And football season means one thing to the advertising world—lots and lots of new branding. If you’re like me you probably tuned in to the 49ers-Broncos game not really expecting much besides a few hours of second-string football and a chance to check out the shiny new Levi’s Stadium. What I got was that and a one two punch of advertising that inspired this week’s article. Let’s take a closer look at the good and the bad.
First up, lets get the absolutely awful out of the way…
The photo above needs very little explaining (and is the NFL’s image not mine). I got my first glimpse of the atrocity, which appears to be the future of the NFL red zone, during the middle of the first quarter. Yep, that’s right the entire red zone was blanketed with a giant Toyota advertisement…and not even a good one. It actually looks like someone hijacked a teleprompter and slapped a clipart on at end zone. The stretched out text seemed to grab hold of the players as they sliced through the on screen sea of red. Not only did it annoy me, it actually interfered with my ability to watch what was happening on the field. Not since the invention of the popup ad can I remember being so agitated by a form of advertising. Hopefully the NFL hears the fans on this one, although it’s planned for all the home games. I guess they had to do something to offset the $1.3 billion dollar price tag…
And now on to the brilliant…
Once I got past the eye trauma, let me rephrase that, once the action moved beyond the 20’s were the field was much less Toyota, it gave me a chance to absorb the NFL’s newest stadium, the brand spanking new Levi stadium.
Let me first say the idea of branding a stadium beyond the name and various items within has always been slightly annoying to me as a fan, but working in design and advertising I know these things are an absolute must for all parties involved, not to mention a cash cow which has allowed professional sports to become what they are today. I have to give Levi’s props though, they actually executed stadium advertising quite beautifully and even pushed the marketing envelope without making fans hate them-for that I applaud everyone involved.
So how is this stadium branding different from any other?
The first stroke of brilliance is the harmonious marriage of the 2 company’s primary color-red. By no mean is this the first time companies with similar identities have partnered together so Levi’s isn’t breaking any new ground here but rather it’s the way Levi and the 49ers have woven the two brands together that I can really appreciate. The 49ers red and the Levi’s red fit together so cohesively that I actually had check to see if one of the two companies had altered theirs Pantone colors to complement the other-They didn’t but the colors are so close it actually gives the illusion they are one and the same. In doing so, Levi’s slapped a giant red tab on everything 49ers without upsetting the masses and compromising the integrity of the 49ers brand.
Beyond the color connection, one of the coolest aspects of the merging of the brands is the history between Levi’s and the actual 49ers of the 1800’s. Levi jeans were designed specifically for the 49ers during the gold rush, and the have finally reunited in the advertising world some 160 years later.
And then they took it a step further…and I’m still okay with it
Speaking of a gold rush, the stadium will also include a giant pro shop which will feature staples such as Nike, New Era, Mitchell & Ness and, of course, Levi’s products. By doing so, for 8+ games a year, roughly 550,000 fans will pass through the gates of the “Field of Jeans”.
In addition to constant NFL foot traffic and brand exposure, Levi’s has essentially bought themselves a 3 and half hour Super Bowl commercial in 2016, which the stadium will be hosting, for a fraction of the price. A slice of the Super Bowl advertising pie will reportedly climb to $4 million dollars in 2014. Not only did they get a bargain in that sense, the stadium is brand new and located in a warm weather climate, which makes it a lock to host future Super Bowls.
Partnering with the Niners looks like a huge victory for Levi. The acquisition has positioned the company in the passenger seat of the Cadillac that is the NFL. Sporting events are one of the few places people still spend money frivolously and Levi’s has plenty of products to sell. The only question that remains now is, with its new footing in the sports world, can a full on entrance into the sports apparel market be far behind?