85°F
weather icon Clear

Las Vegas stadium naming deal with Allegiant appears close

Could Allegiant Air’s name soon be flying over the new Las Vegas Stadium?

Neither Raiders nor airline officials will comment on the possibility, but Rob Yowell, president of Gemini Sports Group in Arizona, who has been involved in naming rights deals in his more than 20-year career in the business, said rumors abound that the team has locked in a deal valued at around $20 million to $25 million per year for an unknown period.

A naming rights deal for Allegiant may be a surprise, given its standing as a low-fare airline. But experts say getting naming rights to the stadium would boost the travel company’s brand and present new marketing opportunities.

“Other naming rights deals out there in that category are Emirates and American Airlines, which are all significant, higher-end branded airlines than Allegiant,” Yowell said.

Aviation expert Mike Boyd said an Allegiant naming-rights deal makes sense, even though the airline has a reputation for being thrifty.

“They’re the hometown team,” Boyd said Thursday. “Why shouldn’t they have a stadium?”

Trademark filing

The Las Vegas Review-Journal reported in May that the airline’s parent company, Allegiant Travel Co., submitted a trademark filing for “Allegiant Stadium” with the U.S. Patent and Trademark Office.

At that time, the application was not tied to the $1.9 billion, 65,000-seat indoor stadium slated to be completed July 31, 2020. Allegiant jets often fly over the site when they take off from McCarran International Airport.

“The purpose was to protect the trademark of Allegiant Stadium for any future uses, should we need it,” the company said then in a statement.

Raiders president Marc Badain confirmed in May that Allegiant and the team had conversations regarding sponsorship opportunities tied to the stadium, but he said the naming-rights process was ongoing.

Badain, Raiders owner Mark Davis and representatives for Allegiant all declined to comment on a possible naming rights deal, which, according to a tweet from ESPN reporter Paul Gutierrez, appears to be close.

Yowell said getting a deal done a year ahead of the first game in the stadium would be a win for both the Raiders and Allegiant.

The team would remove the pressure of making the largest deal tied to stadium sponsorship, he said, and Allegiant would receive immediate publicity whenever the stadium is mentioned.

“They get to align themselves with a storied NFL franchise known around the world,” Yowell said. “One of the things that adds value in these deals is image association, and with the NFL in general, there’s a high value to that association. It’s an opportunity for them to market to all of the fan bases that will be traveling to Las Vegas.”

The deal also could mean special travel promotions for Allegiant.

“They can say, ‘Fly our airline, book this ticket package and you get a behind-the-scenes tour of the stadium, or you get a special seat upgrade’ or whatever,” Yowell said. “Those types of things can be worked out as the most important partner on the building.”

Nellie Drew, an expert in sports law and facilities, agreed stadium sponsorship would be a valuable marketing tool for Allegiant.

“It’s a way of making tangible an otherwise intangible product,” said Drew, director of the Center for the Advancement of Sport at the University of Buffalo School of Law.

“You’re mentioned every week during that season and for further events. There’s all kinds of print and media publicity. The announcers are always very careful to use that name when they’re calling the game, and it’s usually in prime-time spots,” she said.

Lucrative deals

Venue naming rights deals can be very lucrative for sports organizations, as they are generally for tens of millions of dollars per year for multiple years.

According to a list compiled last year by the Sports Business Journal, the most lucrative naming rights deal is tied to Scotiabank Arena in Toronto. The NBA’s Toronto Raptors will get $639 million over 20 years, or $30.4 million annually, from that deal.

The list also includes Metlife Stadium, home of the New York Jets and Giants (up to $625 million over 25 years), and Chase Center in San Francisco, soon to be home of the Golden State Warriors (up to $400 million over 20 years).

Yowell said a Raiders deal with Allegiant for around $20 million or $25 million a year seems fair.

“For one, it’s the NFL. Two, it’s a multi-tenant venue with UNLV football and the Raiders and other large events scheduled to take place there, and third, obviously, it’s Vegas, which is not just a national city but a global city.”

The deal could include a mixture of cash and airline usage for the Raiders, like the use of a charter airplane. The team extended its deal with Hawaiian Airlines, its official airline partner for 19 years, to fly players and personnel to nine games away from Oakland in the 2018 season.

Allegiant is no stranger to professional sports sponsorship deals. Under a multiyear partnership, the airline is the “official domestic airline partner” of the Vegas Golden Knights, and its logo is featured on the ice at T-Mobile Arena.

In July, Allegiant was named as the “official airline of Minor League Baseball,” including the Las Vegas Aviators.

Contact Richard N. Velotta at rvelotta@reviewjournal.com or 702-477-3893. Follow @RickVelotta on Twitter. Contact Mick Akers at makers@reviewjournal.com or 702-387-2920. Follow @mickakers on Twitter.

Don't miss the latest Raiders news. Like our Vegas Nation page
Raiders Videos
Jon Gruden Does Not Think Raiders Are Distracted - VIDEO
Raiders Head Coach Jon Gruden talks about what he's looking for in the teams third preseason game Thursday in Winnipeg, also says he doesn't believe in the narrative of Hard Knocks and Antonio Brown distracting the team. (Le'Andre Fox/Las Vegas Review-Journal)
Antonio Brown Practices with Raiders in Alameda - VIDEO
Antonio Brown was once again present for the Raiders first practice of the season in Alameda and while he looked to be stretching on his own, he eventually practiced with the team after finding a helmet later on. (Le'Andre Fox/Las Vegas Review-Journal)
Antonio Brown Back With Raiders on Final Day of Training Camp - VIDEO
Wide Receiver Antonio Brown was back with the Raiders in Napa for the final day of Training Camp, just one day after General Manager Mike Mayock commented on Brown's status with the team. (Le'Andre Fox/Las Vegas Review-Journal)
Vontaze Burfict talks defense, Paul Guenther details preseason strategy - VIDEO
Raiders Linebacker Vontaze Burfict describes his leadership on this years defense. Defensive Coordinator Paul Guenther details his preseason strategy with new players and Offensive Coordinator Greg Olson talks about Derek Carr's growth. (Le'Andre Fox/Las Vegas Review-Journal)
Mike Mayock comments on Antonio Brown's recurring absence from camp - VIDEO
General Manager Mike Mayock seemingly gave Antonio Brown an ultimatum after the receiver yet again disappeared from the teams training camp in Napa, CA. (Le'Andre Fox/Las Vegas Review-Journal)
Derek Carr talks receiver depth while rookie Josh Jacobs gets praise - VIDEO
After practice Raiders Quarterback Derek Carr talked about the current depth of the receiver position. Head Coach Jon Gruden and Wide Receiver Tyrell Williams had a lot of praise for rookie Running Back Josh Jacobs and his offensive versatility. (Le'Andre Fox/Las Vegas Review-Journal)
Potential grass Raiders will play on being tested out by stadium crew - Video
The Raiders have yet to decide which grass they will choose as the turf the team plays on when it comes to Las Vegas in 2020, but the testing process is already underway at Allegiant Stadium. (Heidi Fang/Las Vegas Review-Journal)
Raiders Vs. Cardinals Post Game Press conference
The Oakland Raiders came away with a preseason 33-26 win over the Arizona Cardinals on Thursday night. Raiders head coach Jon Gruden talks to media after the game.
Raiders defense steps up in win over Cardinals - Video
The Oakland Raiders came away with a preseason 33-26 win over the Arizona Cardinals on Thursday night. Vegas Nation host Cassie Soto and Raiders beat writer for the Las Vegas Review-Journal Myles Simmons discuss three takeaways from the win.
Vegas Nation Mailbag August 15, 2019
The Review-Journal's Heidi Fang and Ed Graney are back for a new rendition of the Vegas Nation mailbag! Send in your Raiders questions, and they'll answer them live on the stream.
Derek Carr and Jon Gruden talk Antonio Brown Return - VIDEO
Raiders Quarterback Derek Carr talks to the media about Antonio Brown's return to Napa. Head Coach Jon Gruden talks roster cuts and Brown's appearance. (Le'Andre Fox/Las Vegas Review-Journal)
Raiders Training Camp Day 12 Wrap Up - VIDEO
Michael and Myles discuss Antonio Brown's surprise appearance at Raiders Training Camp. (Le'Andre Fox/Las Vegas Review-Journal)
Antonio Brown Full Press Conference - VIDEO
Raiders Wide Receiver Antonio Brown showed up late to Tuesday's practice in Napa, California and addressed his current situations in the Raiders press conference. (Le'Andre Fox/Las Vegas Review-Journal)
Raiders Preseason Game 1 Wrap Up - VIDEO
Heidi, Adam and Michael discuss everything that happened during the Raiders first and final preseason game in Oakland,CA (Le'Andre Fox/Las Vegas Review-Journal)
Jon Gruden talks preseason excitement, Peterman and Doss TD connection
Raiders Head Coach Jon Gruden talks about the competition and excitement of preseason games. Nathan Peterman and Keelan Doss talk about their touchdown connection in Doss' hometown. (Le'Andre Fox/Las Vegas Review-Journal)
Raider Fans say HBO Hard Knocks got them pumped for the season
With the Oakland Raiders being featured on HBO's Hard Knocks, the Review-Journal's Heidi Fang asked fans at training camp in Napa what they thought about the team being on the show, how their team was portrayed and their reactions to what they saw. (Heidi Fang/Las Vegas Review-Journal)
Jon Gruden Talks Plans for Saturday's Preseason Game - VIDEO
Best of the press conference after day 2 of joint Practices with the Los Angeles Rams from Napa, CA. (Le'Andre Fox/Las Vegas Review-Journal)
Raiders Training Camp Day 11: Day 2 of Joint Practice with the Rams - VIDEO
Adam and Michael discuss everything from the final day of practice before the first preseason game against the Los Angeles Rams. (Le'Andre Fox/Las Vegas Review-Journal)
Rams talk about skirmishes with the Raiders - Video
On the second day of the Los Angeles Rams and Oakland Raiders joint practices at training camp in Napa, skirmishes broke out between the teams. Rams coach Sean McVay, cornerback Marcus Peters and defensive tackle Aaron Donald talk about what happened on the field when push came to shove. (Heidi Fang/Las Vegas Review-Journal)
Rams QB Jared Goff gives the Raiders some advice for Hard Knocks - VIDEO
After a joint practice at the Raiders NFL training camp in Napa, Rams quarterback Jared Goff gave some advice for the Raiders who are being featured on HBO's Hard Knocks. Running back Todd Gurley spoke about the Raiders rookie running back Josh Jacobs and head coach Sean McVay spoke about Lamarcus Joyner and Antonio Brown. (Heidi Fang/Las Vegas Review-Journal)
Raiders Training Camp LA Rams first joint practice - VIDEO
The Oakland Raider had their first joint practice with the La Rams before Saturdays first NFL preseason matchup. The Review-Journal's Michael Gehlken and Adam Hill breakdown recap the days practice.
Raider The Dog - Video
Raider The Dog gave a demonstration of his suspect apprehension abilities at Raiders Training Camp after practice in Napa. (Le'Andre Fox/Las Vegas Review-Journal)
Best of Sound Day 9
The best of Jon Gruden's press conference after day 9 of Raiders Training Camp from Napa, CA
Wrap Up Day 9 - VIDEO
Adam and Michael wrap up day 9 of Raiders Training Camp from Napa,CA before the first episode of HBO's Hard Knocks airs.
Allegiant celebrates naming deal with tailgate party
Allegiant Air employees celebrate with a tailgate party after the company’s naming deal with the Raiders for the new Las Vegas stadium.
Raiders Topping Ceremony of Allegiant Stadium in Las Vegas - Video
The Raiders held a topping ceremony in Las Vegas where the last beam to connect the last roof truss was hoisted into the stadium frame. The team also announced their naming rights partner, Allegiant Air. (Heidi Fang/Las Vegas Review-Journal)
Day 8 Wrap Up - VIDEO
Michael and Adam wrap up day 8 of Raiders Training Camp from Napa, CA
Day 7 Raiders Wrap Up - VIDEO
Michael and Adam wrap up an easy day 7 of Raiders Training Camp from Napa,CA
A look at the Raiders headquarters under construction in Henderson
Don Webb, chief operating officer of the LV Stadium Co., gives the Review-Journal a tour of the Raiders headquarters under construction in Henderson. (Rachel Aston/Las Vegas Review-Journal)
Raiders Training Camp Wrap Up Day 4 - VIDEO
Michael discusses everything that went on in day 4 of Raiders Training Camp before the players first day off.
Linebacker Brandon Marshall says the Raiders going to Las Vegas is a dream come true
A Cimarron-Memorial product who now plays linebacker for the Oakland Raiders says he'll do everything in his power to be a part of the 2020 roster that will play in his hometown of Las Vegas. (Heidi Fang/Las Vegas Review-Journal)
Raiders Training Camp Day 3 Wrap Up - VIDEO
Ed and Michael discuss the Raiders first practice in pads from Napa, Ca.
MGM Resorts views Las Vegas stadium as opportunity
MGM Resorts International intends to offer tailgating experiences at its resorts before and after events at Raiders stadium. (Michael Quine/Las Vegas Review-Journal)
Mayock discusses signing Incognito
Raiders GM Mike Mayock speaks to media regarding the team signing Richie Incognito.
Business Videos
MAGIC Convention Day 3
The fashion trade show MAGIC, held Monday through Wednesday at the Las Vegas Convention Center. (Elizabeth Brumley/Las Vegas Review-Journal)
MAGIC Las Vegas - Day One
The biannual MAGIC convention show opened Monday at the Las Vegas Convention Center. (Elizabeth Brumley/Las Vegas Review-Journal)
Allegiant celebrates naming deal with tailgate party
Allegiant Air employees celebrate with a tailgate party after the company’s naming deal with the Raiders for the new Las Vegas stadium.
Nevada's sportsbook operators welcome competition
Sportsbook operators from near and far are looking to get into in the established Nevada market, experts say. (Las Vegas Review-Journal)
Get a first look of MSG Sphere construction in Las Vegas
Representatives of The Madison Square Garden Company give the first glimpse of progress Tuesday of the under-construction MSG Sphere — a first-of-its-kind performance venue with high-tech audio and visual capabilities.
There's a new place to play board games in Las Vegas
Matt Smiciklas, co-owner of Boarding School Games, talks about the new Las Vegas business that he co-owns with Emily Labejof. Dedicated tabletop gamers can choose from more than 500 games to play for free in-store. The doors open to the public Saturday, July 20, 2019. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
Renovations at the STRAT
Analysts say the $140 million renovation project at The STRAT, formerly the known as the Stratosphere, could help the hotel-casino compete with the evolving north side of the Las Vegas Strip. (Bailey Schulz/Las Vegas Review-Journal)
SLS Las Vegas will become Sahara Las Vegas
Owner Alex Meruelo announced during a special event at the SLS Las Vegas that the hotel-casino will become Sahara Las Vegas in its next iteration. Meruelo said $150 million dollars will be spent to renovate the current property. (Heidi Fang/Las Vegas Review-Journal)
Aircraft hinge maker moves to "business friendly" Nevada
Doug Silva, president of Aircraft Hinge, Inc. in Las Vegas, makes every type of hinge for every type of airplane. Silva talks about his company and why he moved it to Nevada. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
Daytime fireworks mark the opening of Encore Boston Harbor
The opening of the $2.6 billion Encore Boston Harbor in Everett, Mass. included a three-minute fireworks show launched by Fireworks by Grucci Sunday, June 23, 2019. (Rick Velotta/Las Vegas Review-Journal) @RickVelotta
Elaine Wynn talks about the opening of Encore Boston Harbor
Elaine Wynn, co-founder and largest shareholder of Wynn Resorts, talked during opening festivities of the $2.6 billion Encore Boston Harbor in Everett, Mass. Sunday, June 23, 2019. (K.M. Cannon/Las Vegas Review-Journal) @KMCannonPhoto
People line hours ahead of opening for Encore Boston Harbor
Guests arrive as much as 17 hours early for the 10 a.m. opening of the $2.6 billion, 671-room resort in Everett, Mass. Sunday, June 23, 2019. (K.M. Cannon/Las Vegas Review-Journal) @reviewjournal.com
Allegiant Discusses Investments In Golf Course Software And Game Rooms - Video
Allegiant Discusses Investments In Golf Course Software And Game Rooms.
Crews working 24/7 to complete Circa downtown - VIDEO
Owner Derek Stevens goal is to open the doors to the 1.25 million-square-foot project by December 2020. (Michael Quine/Las Vegas Review-Journal)
Golden Knights Marc-Andre Fleury sells Las Vegas home - VIDEO
Golden Knights goaltender Marc-Andre Fleury has sold his custom home Southern Highlands home in Las Vegas for $2.3 million.
Las Vegas Strip resorts slow to welcome Alexa, Google Home Hub
Alexa, where are you? Smart home and hospitality technology was big at CES in early January. Amazon and Google promoted their voice-activated speakers Alexa and Google Home Hub. Hospitality executives have called the speakers the industry’s future. Yet for all the hype, the revolution is unfolding at a cautious pace on the Strip as well as in other major U.S. hospitality markets. Hotels are focusing their consumer-facing technology investments on adding streaming capabilities, like Netflix, and enhancing their mobile apps, a December report by Hospitality Technology showed. Voice-enabled technology is 10th on that priority list.
What is MGM 2020
MGM Resorts International announced its MGM 2020 plan in January, The plan would improve cash flow by $200 million annually by the end of 2020 and an additional $100 million by the end of 2021. 1,070 jobs were cut as part of the cost-cutting initiative. 881 of those were Las Vegas employees, mostly in management or mid-management positions. Jim Murren
What is MGM 2020
MGM Resorts International announced its MGM 2020 plan in January, The plan would improve cash flow by $200 million annually by the end of 2020 and an additional $100 million by the end of 2021. 1,070 jobs were cut as part of the cost-cutting initiative. 881 of those were Las Vegas employees, mostly in management or mid-management positions. Jim Murren
Find next-level experience
One minute, you’re just trimming hedges and shooting the breeze with your neighbor. But then he brings up Vegas and you’re thinking about the incredible meals, world-class hotels, pools inside of pools and unparalleled entertainment. You’re thinking about iconic artist residencies like Aerosmith. Priorities take shape. Vegas first, lawn and everything else, second. Just like that, Vegas Changes Everything. (Visti Las Vegas/Youtube)
Vegas Changes Everything
A weekend getaway is nice for anyone, but a weekend getaway in Vegas ... that’s a next-level experience with shows, clubs, spas and more. With a chance to see iconic artist residencies like Gwen Stefani, you might just find yourself going from pushing your child on a swing, to pushing back a birthday party. See how Vegas Changes Everything. (Visit Las Vegas/YouTube)
THE LATEST