Amazon New Naming Deal Disrupts the Scene

Exclusive Sport Hiatus Take

It seems Everything becomes possible in 2020, like in this case someone paying 900M for naming rights of a venue and not wanting its name or brand in it.
Amazon has secured naming rights to the future home of the NHL Seattle expansion team.
Two things to note: first, an environmental cause brought to the stage as a strong commitment from a brand and took seriously; second, some brands are now so strong that need to go beyond the core elements of naming something. A sign that deeper and more relevant relationships with users/customers/fans is the next frontier.

Originally published on SBJSBD https://www.sportsbusinessdaily.com/Daily/Closing-Bell/2020/06/25/Seattle-Amazon.aspx

By Karn Dhingra and Mark J. Burns

Amazon has secured naming rights to the future home of the NHL Seattle expansion team, but the name of the online retail giant will not be part of the venue’s moniker. The $900M-plus building will be called Climate Pledge Arena. The name refers to an initiative that Amazon co-founded in '19 committing to be net zero carbon across its business by '40. THE DAILY in January first reported that Amazon was seen as the leading contender. 

“Amazon reminded us that they don’t need branding, but if they found a cause, that they’d rally around the cause,” said Oak View Group CEO Tim Leiweke, whose company sold the deal and will operate the arena. He called this the hardest deal he has ever had to pull together in his career.

Amazon and OVG are touting it as the first net zero carbon certified arena in the world. Climate Pledge Arena will be powered with 100% renewable electricity. All events at the venue will be “zero waste,” and single-use plastic containers and utensils will be eliminated by '24. The venue also will use reclaimed rainwater in the ice system to create the “greenest ice” in the NHL.