Capital of India Becomes First Corporately Sponsored City
New Delhi (AP) - Computer super power Dell has taken corporate sponsorship to the next level. Following in the proud tradition of the Coors Brewing Company, America West Airlines and RCA, Dell has decided to sponsor something on a much larger scale - a nation's capital.
Pioneering the concept of putting your companies name on an arbitrary public attraction was America West Airlines in 1989. For a mere 26 million dollars AWA purchased a 20-year contract to have its name plastered all over the arena that houses the Phoenix Suns and Coyotes (NBA and NHL respectively). By all accounts this was a good deal. Less than a million dollars a year to have your name mentioned in every single televised home game for the two Phoenix franchises as well as the millions of faithful Phoenix fans and residents that pass by the arena every year. Compared to the 180 million paid by Royal Phillips Electronics to get their name onto the arena that houses the abysmally unexciting Atlanta Hawks and Thrashers (again NBA and NHL respectively) for 20 years, the AWA deal could be considered nothing less than a steal.
