'Don't Suck': MetLife's Goal for a New York Stadium Naming Deal
Geoffrey PrecourtWarc
For Richard Hong, VP global brand and marketing at insurance company MetLife, speaking at the 2012 annual IEG Sponsorship Convention in Chicago, the metric for the company's most important sponsorship is largely qualitative.
"When it came time to build out our activation program, we had really one objective," Hong said. "Don't let this suck."
When the Super Bowl champions the New York Giants return to the field next autumn, they will do so at MetLife Stadium. When Tim Tebow, a quarterback much hyped by the US...