In the UK and Germany, it is already common practice to sell naming rights for soccer stadiums to financially strong investors. Examples include Manchester City’s arena, now called Etihad Stadium, and the Red Bull Arena in Leipzig, home ground of the local soccer club, RB Leipzig. In Canada, big money mainly purchased the naming rights for hockey stadiums, such as in Toronto, where the Maple Leafs play their home games at Scotiabank Arena. Now, 700 km further southwest, at two Chicago airports, the naming rights for hangars, terminals, and other assets can soon be purchased by sponsors.
“The colleague responsible for airport security has just gone to the Amazon hall, but he may also be in the Bud Light® cargo terminal, or probably he has already arrived at the Kentucky Fried Chicken boarding zone.” This is how information at Chicago O’Hare Airport might sound in the future. Or at nearby Midway International Airport.
ORDNext
Both Chicago airports want to increase their revenues and start tapping into additional financial sources outside the aviation sector.
At O’Hare, the campaign is called ORDNext and aims to brand infrastructure facilities. The desired sponsors are companies with international appeal and a flawless reputation. By purchasing the naming rights of airport assets such as gates, concourses, or entire satellite buildings, they hope to gain financial benefits and/or improve brand awareness.
Uncle Ben’s terminal
But where might this kind of commercialization in aviation end? Will runways, aprons, or aircraft stands also be named after fast food chains in the future? It seems that the sky is the limit when it comes to generating additional cash to finance airport operations, modernization or expansion projects. That said, in the future, cabin crew might tell passengers before departure, after they have taken their seats, fastened seatbelts and gone through the safety instructions that “our aircraft is taxiing from our stand at the Pepsi Cola Gate, will pass through the Cadillac Apron sector and turn onto the Roadrunner Hot Rod Runway for take-off.”
Sound bizarre? Perhaps, but other industries, such as the film and sports industries, have long since embarked on this course.
Non-stop commercialization
The Chicago Department of Aviation (CDA) has now invited interested companies to submit proposals for obtaining naming rights for assets belonging to O’Hare or Midway. Prior to that, the administrator identified potential targets for sponsorship, including charging stations for electric vehicles, the bus fleet linking the airport terminals at ORD, parking buildings, or lounge areas, cargo terminals and warehouses, among others. The call for proposals does not constitute a tender or may be understood as the entry into a contract but supports CDA in gaining an overview of the interest of potential contractual partners as a basis for further planning and steps, argue the initiators.
Expressions of interests expected
“By managing two global hubs, CDA is committed to thinking commercially and seizing every opportunity to strengthen airport revenues in ways that support our partner airlines and the traveling public,” Michael McMurray, CDA commissioner told the media. “By inviting the best ideas from the industry and gauging market interest, we are laying the groundwork for sponsorship opportunities in existing facilities and new developments,” he illustrated.
According to the official, companies may submit their expression of interest until 17FEB26. Based on the data received, CDA will set up a program for future naming rights aimed at broadening the sources of income to increase the passenger experience and offer superior cargo services at O’Hare and Midway.
