Delta Air Lines Sponsor MLB Braves’ Parking Lot

February 23, 2011

Major League Baseball (MLB) franchise Atlanta Braves have signed a first-of-a-kind naming rights deal with air carrier Delta Air Lines which will see the world’s second largest airline, receive branding on the parking lot closest to the Braves’ ballpark, Turner Field.

The partnership will last for three-years and under the terms of the deal, Atlanta-based Delta will re-brand the old Green Lot, just north of the stadium, home to the franchise since 1997, as the Delta Medallion Lot. A Delta Air Line marquee along with banners featuring Delta’s logo will be erected, differentiating the lot from the other colour coded parking lots around Turner Field. Additionally, the airline will have widespread branding inside Turner Field.

Derek Schiller, the Braves’ executive vice president of sales and marketing, stated: “It’s a great way to differentiate one of the best lots we have.”

Although financial details of the deal have not been officially disclosed, well-placed industry sources estimate the sponsorship to be worth around US$250,000 to $300,000.

The sponsorship deal has been agreed to coincide with a promotion of Delta’s SkyMiles frequent-flyer programme. The Medallion lot’s 600 parking spaces will be reserved for Delta Air Lines customers who have accumulated up to 25,000 frequent-flier miles in a year.

Customers who qualify to park in the Medallion lot will pay a parking fee of US$830 for a season pass, which works out to an average of US$10 per game over the course of the MLB season.