When companies pay for naming rights to stadiums, why do broadcasters give them free ads by saying the names?

Question

Where I live in New Jersey, Continental Airlines had paid to have the Meadowlands arena named the "Continental Airlines Arena."  I understand why Continental Airlines would want to do that, and I know why the Meadowlands arena authority would want to take their money, but why would broadcasters call the stadium "Continental Airlines Arena"?  Doesn't that give this airline all sorts of publicity on the TV network?  Does Continental pay every time someone mentions the name?  Or does it get all this promotion free (except for the cost of naming the arena)?

Mirus Era · Accepted Answer

The advertising they get when people mention the name of the arena "Continental Airlines Arena" is because they bought the name to the stadium... so in retrospect, they have already paid for that advertising. It is not free advertising, but it is what they paid for as part of the arena name they bought.

Anonymous · Answer

Hey Joe Robbie Stadium has never been a company named field. First Joe Robbie, then Pro Player and now Dolphin Stadium. But I don't think every pro sports team stadium will be named after a company. I guess its just coincidence

deno · Answer

Companies pay big bucks to have stadiums and arenas named after them. The announcers use their name when referring to the building because that is the name of the building. If they were announcing something from the Empire State building they wouldn't call it the Sears tower, would they?

Nort · Answer

I think they call it that because it's the proper name for it.
Continental is a good name for that arena because the seats are tight and everything starts late:)

maigen_obx · Answer

Mirus Era is totally right.  They paid because they knew they would the air time that goes with a stadium.

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When companies pay for naming rights to stadiums, why do broadcasters give them free ads by saying the names?

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