Back in May, Jones Soda locked up a unique deal where they became the official beverage sponsor of Qwest Field, home of the NFL Seattle Seahawks.
The amount they spent for the sponsorship was undisclosed. Now it seems that the folks from Seattle are at it again, as they have locked up non-alcoholic rights for the Barclays Center, which will be the future home of the NBA’s New Jersey Nets in 2009. Again, terms of the deal were not disclosed.
I’m going to go out on a limb here and say that Jones seems to be putting out a lot of money for these sponsorships to play with the “big boys.” (Coke/Pepsi) I really wonder if they are getting in over the heads, or if they really do have the financial strength to pull something like this off. Are people really buying this much Jones Soda to justify these marketing expenses? We shall see.
Here’s an Associated Press article on the deal…
Jones Soda Gets Nets Deal
Jones Soda to Sell Drinks in New Jersey Nets’ New Arena
November 07, 2007
NEW YORK (Associated Press) – Jones Soda Co. has signed a deal with the New Jersey Nets to sell soft drinks, bottled water and other nonalcoholic drinks at the Brooklyn arena the NBA team is opening for the 2009-2010 season.
Terms of the multiyear agreement announced Tuesday were not disclosed.
Part of the deal, which makes Jones a sponsor of the Nets, takes effect immediately, team spokesman Barry Baum said.
This is the second contract the quirky Seattle-based soda company has won from a professional sports team.
Earlier this year, Jones replaced Coca-Cola as the official soda provider at Qwest Field, the Seattle Seahawks’ stadium, offering football-inspired flavors, including dirt, natural field turf, sports cream and perspiration.
Coke had been the Seahawks’ beverage vendor for nearly 30 years.
Pepsi has sold drinks in the Meadowlands arena in East Rutherford, N.J., where the Nets play for more than a decade, Baum said.
Jones will offer customized soda flavors in Nets-themed packaging, and the new Barclays Center arena will include a branded Jones Soda Shoppe that will be open daily.