Bird's Nest to sell naming rights of 84 boxes with best view

12:58, March 24, 2011      

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The National Stadium, commonly known as the Bird's Nest, is planning to sell the naming rights of 84 of its boxes, the stadium's operator recently announced.

The stadium's boxes are on the fourth floor, ranging in size from 18 square meters to 65 square meters. The 84 boxes that will have their naming rights sold are located in the eastern and northeastern parts of the stadium, offering a better view than any other boxes or seats.

In front of these boxes are small stands containing 18 to 36 seats. All of these elaborately decorated boxes are equipped with glass doors, and some even have a built-in bathroom. In addition, the furniture and facilities used during the Beijing Olympic Games, such as customized sofas, TV sets, water dispensers, microwaves and refrigerators, will also be sold together with the naming rights.

Box naming rights transactions are an important way for large venues to make profits after sporting events. Sydney, Seoul, Athens, and other Olympic Games host cities have sold the naming rights of major venues' boxes after the Olympics.

What makes the Bird's Nest's box naming rights so attractive is that companies can win a place in this world-famous building and enjoy quality services provided by first-class venues as well as name the box and add visual and textual elements representing corporate image.

The stadium's operator said that naming rights-holders will also enjoy other benefits, including food and beverage services, such as free coffee, tea, and fruit, reception services and free parking. In addition, they will also enjoy priority and discounts when buying tickets to sporting events at the Bird's Nest.

According to sources, except for the top boxes for the reception of VIPs during games, the naming rights of the other 84 boxes in the Bird's Nest stadium can be sold. These boxes are divided into "Jinguan" suite boxes and "Yinguan" boxes. The "Jinguan" suite boxes are located in the eastern part of the stadium and each suite box has a separate toilet.

The "Yinguan" boxes are located in the northeast, southeast, northwest and southwest of the stadium and only some of the boxes have their own toilet. The minimum selling term of the naming rights is for two years and the maximum term is 20 years. In addition, the naming rights are only sold to enterprises, especially well-known brands, and individual title sponsorship is not accepted.

Officials from the Bird's Nest stadium said that the specific means by which the naming rights of boxes will be sold is still uncertain, and related departments will adopt methods such as interviews, invitations to bid and auctions in accordance with the situation.

As the Bird's Nest stadium has a huge influence, selling the naming rights of boxes is expected to become another hot event after the auction for the "Fou drums" used in the Beijing Olympics opening ceremony. According to sources, boxes are widely recognized in foreign countries as high-class social places. Companies often rent boxes to engage in various business activities and to display the company's image and strength.

By People's Daily Online

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