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What A Great Deal

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By RICHARD MULLINS

rmullins@tampatrib.com

Published: November 29, 2008

While driving on the Selmon Crosstown Expressway, perhaps you wondered, "Did MetroPCS buy the St. Pete Times Forum?"

After all, the MetroPCS banner is tall and hangs above the Times logo on the Forum. And if you walked around the building, you'd see the MetroPCS name almost everywhere: scrolling around the digital sign ring during hockey games, across VIP lounges and at craft art kiosks for kids.

MetroPCS even sponsors the "Kiss Cam" feature during breaks in the sports action, showing couples smooching on the JumboTron.

Turns out, the upstart, prepaid cellular phone company is getting quite a deal to splash its name around the Forum. And depending on how you measure it, a better deal than the St. Petersburg Times has.

In comparison: The Times pays more than $2 million a year for the official "naming rights" on the building. Cash payments start at $2.1 million the first year and rise 3 percent annually to $2.9 million in the 12th year of the deal. If the Times wished to extend the deal another 12 years, it would cost $86 million.

MetroPCS, by contrast, pays less than $500,000 a year for all its exposure: The 75-foot by 10-foot banner plus its name appear during every hockey game, rodeo, monster truck rally and rock concert. Given that, MetroPCS officials feel like they're getting a bargain.

"When people see our name across that stadium, we get the benefit of appearing larger than life, without the expense of paying for it," said Mike Riley, vice president and general manager of MetroPCS.

While advertisers across the region are pulling back on their spending. MetroPCS is ramping up, Riley said. A down economy is a perfect time to push a cellular phone service that's pre-paid and often cheaper than mainline carriers. The most popular package at MetroPCS is $40 per month for unlimited calling and texting, and a family plan with four phones for $100 per month.

Generally, details of the Forum's advertising deal are kept secret. For two years, neither MetroPCS, nor Forum officials, have commented on their marketing pact.

But with a big advertising push afoot, Riley offered a few details. Originally, the banner on the building was an experiment, Riley said, and came after the Lightning hockey team changed ownership in 2007.

But after a few months on display, marketing research showed huge recognition of MetroPCS among drivers on the Crosstown. When the first year's contract came up for renewal this year, Riley expanded the deal. Now the MetroPCS name will stay on the stadium through 2010.

As for the Times' take on sharing the limelight: "We are pleased with the Forum and continue to enjoy our relationship," said Times Vice President Andrew Corty.

Tribune researchers Stephanie Pincus and Michael Messano contributed to this report. Reporter Richard Mullins can be reached at (813) 259-7919.

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