Giants, Jets hopeful Super Bowl leads to naming rights

The belief in the Big Apple (or East Rutherford, N.J., as the case may be) is that if when the fancy new stadium the Giants and Jets will share is awarded Super Bowl XLVIII in 2014 later today, it will set the franchises up for a big-time pay day.

The kind of longterm commitment and pay day that comes with stadium naming rights. After all, what savvy coporation wouldn’t want its name attached to a venue that nearly every weekend during the NFL season will be hosting a game? What corporation wouldn’t want its name attached to an upcoming Super Bowl, the first to be played in an outdoor Northern venue?

All you have to do is follow the money.

Manish Mehta of the New York Daily News reports that Meadowlands officials have hung a $30 million price tag on naming right for the next 20 years. Apparently, the clubs were near a deal nearly two years ago with Allianz, a German insurance company, but that fell through after the Daily News reported that the company not only insured engineers at Auschwitz concentration camp for Adolf Hitler, that the company had an executive who denied to pay off life insurance policies to Jewish policy holders after the Holocaust and to present day.

"I don't know if it will definitely speed up the process, but it definitely can't hurt," Jets owner Woody Johnson told Mehta. "That might be an indirect benefit. It's hard to quantify what the value will be for a naming rights sponsor.”

Here is the only problem with assuming that landing the big game will lead to a cash bonanza for the Giants and Jets in their new building: Jerry Jones doesn’t have a company that’s paid him top dollar for naming rights to Jerryworld. The Cowboys have an immaculate new football palace in Arlington, Texas, one that is set to host Super Bowl XLV and one that just played host to the NBA All-Star Game. If Jones can’t find a top bidder, what makes it a guarantee that a company will pony up to have its name plastered on a stadium in the middle of the swamps of northern New Jersey?

Granted, Jones may be seeking top dollar, but unless the Giants and Jets are willing to sell for less than that, who is to say they will be rolling in stadium naming rights dough? In a tough economy, that is tough money to come by.

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