My first thought was the iconic shape of the brand logo. They knew they could leverage that. It would be interesting to know who actually wrote the RFP for the cover-up. If they had simply draped a rectangular tarp over the offending signage (no doubt significantly less expensive to execute), the effect would likely be limited to only those who actually knew the stadium. This is all speculation on my part, of course. :)
Mercedes-Benz stadium in Atlanta because removing the logo was thought to cause damage to the building. (Ironically also the cheapest place to buy food. Arthur Blank has a policy of not gouging patrons for any event held there. $2 soda w/ unlimited refills (Coke products as a partnership given headquarters being in Atlanta), $5 beer, $2 hot dogs... they still make a profit. tons of research on why/how this works so well.)
Gillette Stadium covered the logos, but they have permanent banners celebrating the Super Bowl wins (yeah me, Patriots fan!). They don't use the name "Gillette" but it's highly visible and the only branding not in association with FIFA partners.
*Figured out the parking expense. 5000 spots at stadium, so premium pricing due to scarcity. They are highly encouraging people to use public transit. (Anyone who has been trapped on Route 1 coming out of Foxboro knows you should just nap after a game to wait it out!)
Women's sports and specifically Ice Hockey... Have a friend whose daughter is playing in Croatia due to lack of opportunity in US. We could even discuss Britney Griner and others playing in Russia because the salary was multiples of what they could make in WNBA, even after the new CBA.
The US has large training facilities for various sports and finding foreign athletes training alongside their US counterparts is common. (Insert Cool Runnings reference, but now they just come here to train rather than adapt to warm weather and sleds.)
*Our geography and investment gives the US an absolute advantage in some sports and just a comparative advantage against China (similar geography/investment) The less spoken about Break Dancing as an Olympic event the better!
The marketers at Levi's knew exactly what would happen... :))
The good marketers knew. The other stadiums had the same opportunity but didn't take advantage of it. What sets Levi's apart?
My first thought was the iconic shape of the brand logo. They knew they could leverage that. It would be interesting to know who actually wrote the RFP for the cover-up. If they had simply draped a rectangular tarp over the offending signage (no doubt significantly less expensive to execute), the effect would likely be limited to only those who actually knew the stadium. This is all speculation on my part, of course. :)
Speculation is welcomed in the comments section
2 exceptions to the naming issue -
Mercedes-Benz stadium in Atlanta because removing the logo was thought to cause damage to the building. (Ironically also the cheapest place to buy food. Arthur Blank has a policy of not gouging patrons for any event held there. $2 soda w/ unlimited refills (Coke products as a partnership given headquarters being in Atlanta), $5 beer, $2 hot dogs... they still make a profit. tons of research on why/how this works so well.)
Gillette Stadium covered the logos, but they have permanent banners celebrating the Super Bowl wins (yeah me, Patriots fan!). They don't use the name "Gillette" but it's highly visible and the only branding not in association with FIFA partners.
*Figured out the parking expense. 5000 spots at stadium, so premium pricing due to scarcity. They are highly encouraging people to use public transit. (Anyone who has been trapped on Route 1 coming out of Foxboro knows you should just nap after a game to wait it out!)
Women's sports and specifically Ice Hockey... Have a friend whose daughter is playing in Croatia due to lack of opportunity in US. We could even discuss Britney Griner and others playing in Russia because the salary was multiples of what they could make in WNBA, even after the new CBA.
The US has large training facilities for various sports and finding foreign athletes training alongside their US counterparts is common. (Insert Cool Runnings reference, but now they just come here to train rather than adapt to warm weather and sleds.)
*Our geography and investment gives the US an absolute advantage in some sports and just a comparative advantage against China (similar geography/investment) The less spoken about Break Dancing as an Olympic event the better!