New York Red Bulls mandate 2 agencies to sell stadium naming rights

NEW YORK: MP & Silva, a leading international media company that provides media rights, digital, technology and sponsorship services, Monday announced that they have been retained by the New York Red Bulls to sell the naming rights for the team’s stadium, in Harrison, New Jersey.

However, MP&S is not the only agency mandated with the task. According to Sports Business Journal, the New York Red Bulls have also called upon the expertise of Leverage Agency to negotiate a stadium naming-rights deal for the Red Bull Arena.

The over 25,000-seat Red Bull Arena has had its current name since it opened in 2010, and MP & Silva will now work with the Red Bulls to identify and monetize a new name for the facility.

“It is rare that a first class facility in the New York marketplace such as Red Bull Arena has its naming rights come available, and we are honored to be working with the Red Bulls in finding a new, innovative and strategic partner for both the facility and the team,” said Jochen Lösch, CEO of MP & Silva.

“MP & Silva has a long and successful global sales record, especially in the sport of soccer, and we see this as a tremendous opportunity to continue to progressively expand our scope of work both in soccer and in North America, which is a key market for the company.”

The Red Bull Arena venue naming rights is the latest project for MP & Silva in North America, and will target markets across its global offices where football draws strong appeal in Europe and Asia.

The deal builds on MP & Silva’s growing portfolio of sales and distribution rights for a host of properties including Monumental Sports, the NFL and the World Baseball Classic.

Leverage Agency is also no stranger to the soccer industry, as the company recently entered a three-year partnership marketing Bundesliga club FC Schalke 04 in the US, SBJ reports

This latest commercial move will inevitably and understandably call into question Red Bull's commitment to its MLS investment.