City offers stadium naming rights

MIKE SPRINGER/Staff photoHaverhill's stadium with the Trinity sign. Trinity Ambulance made an annual payment to the city for naming rights for the stadium for several years, but the company has stopped the payments.

The city is once again offering the naming rights to the stadium on Lincoln Avenue, which for the past eight years has been known as Trinity Stadium.

Trinity EMS won the naming rights in response to a request for proposals that required a $25,000 per year payment, but its contract recently expired.

Initially, Trinity EMS, which provides ambulance service to Haverhill, won the naming rights for a three-year term, then renewed the agreement for an additional five-year term, according to stadium officials.

Athletic Director Tom O'Brien, who also serves as chairman of the Stadium Commission, said that in February, the city issued a request for proposals for a five year contract for naming rights, but received no qualifying responses for the minimum $25,000 a year for a five-year agreement.

"We received City Council approval for a five-year term, as we feel it would give an interested sponsor their best return on investment ... giving them time to establish name and brand recognition," O'Brien said. "A sponsor would have their name at the front of the stadium, and their name painted on the field in two locations and in addition, there would be a 4-by-8-foot banner, inside the stadium."

O'Brien said Trinity EMS has been very happy with the partnership it had with the city, and that he's received great feedback from them.

"They've indicated they need to reduce their sponsorship commitments," he said.

Having the naming rights to the stadium offers many advantages, O'Brien said

"What I think is the biggest benefit is your name will be referred to in all publications, including sports schedules, those printed by rental groups who use the facility, press releases and any other types of publications by groups using the stadium," he said. "Then there's media coverage, as most of the high school's games take place at the stadium, which are often covered by various news outlets in print, and on radio and some TV."

Advertising banners for Haverhill Bank, Align Credit Union and Holy Family Hospital at the stadium bring in about $20,000 per year, O'Brien said.

Align also sponsors two electronic scoreboards, one for baseball, and one for all other events, he said.

"All of the money we raise goes right into making improvements to the stadium each year," he said. "We have a very small budget from the city to run the stadium, so we have to supplement the rest through rentals and advertising."

He said stadium rentals bring in about $25,000 per year.

"We anticipate that will increase now that the renovations are completed," he said about the final section of the concrete stands that were completed a year ago.

"This will be our first full season of having all of the grandstands open," he said.

Future plans include renovating the restrooms under the stands, building a concession stand, and paving the parking lot.

"The parking lot is a priority and we hope to get that done soon," O'Brien said.

The stadium hosts more than 200 events per year, including graduation and other events and has a combined total attendance of more than 50,000 per year.


This Week's Circulars