American Airlines gets boost from NBA Finals

American Airlines arenas

Credit: WFAA

American Airlines gets boost from NBA Finals

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by JASON WHITELY

Bio | Email | Follow: @jasonwhitely

WFAA

Posted on May 31, 2011 at 10:28 PM

Updated Wednesday, Jun 1 at 4:59 PM

DALLAS — The Miami Heat aren't the only ones with home court advantage for the NBA Finals.

American Airlines comes out on top whether the series is played in Miami or Dallas. That's because both arenas bear the name of the Fort Worth-based carrier.

The moment the Dallas Mavericks advanced to the Finals, American Airlines was already a winner.

"This is a great deal for American," said Mike Davis, an economics and finance professor at the SMU Cox School of Business. "They paid for regular season coverage and now they're getting a bonus."

It means the airline is getting its name repeated over and over in the NBA Finals.

The home of the Mavs is the American Airlines Center; in Miami, the home of the Heat is the American Airlines Arena.

American reportedly paid more than $235 million for naming rights a decade ago.

"I cannot think of an instance where this has happened before," Davis said. "Certainly not in a playoff where every single game is going to have the same name on the arena."

Davis said this is better than advertising, because the airline's brand is embedded in this event.

But determining the value of it all is trickier.

Some estimates have American getting up to $10 million a game in national advertising.

Now that's winning — no matter which team takes home the trophy.

E-mail jwhitely@wfaa.com

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