Around the Net
Super Bowl Naming Rights Paid Off For Lucas Oil
- Indianapolis Business Journal, Monday, February 6, 2012 10:16 AM
Philadelphia’s Front Row Marketing Services projects that Lucas Oil got $33.8 million in branded media value, having attached its name to the Super Bowl by way of the Indianapolis Colts’ home stadium.
In 2008, native Hoosier and company founder Forrest Lucas paid $121.5 million for a 20-year naming rights. Until then, the California-based company mostly had been
involved in motorsports.
Today, the deal looks like a bargain.
