Like orange juice and toothpaste, Tropicana and stadium are bad mix

Chris Anderson of the Herald-Tribune–Tropicana, which has a plant in Bradenton, has a naming rights deal with one of the worst stadiums in the country. Does the bad publicity affect the company?

Tropicana Field is almost universally reviled as a baseball stadium. Even after all of the lipstick they’ve slapped on it, everyone still wants to kiss it goodbye…

…Conrad said the connection between the company and the one of the worst stadiums in the country might not have an effect on consumers nationally. If you live on Oregon, for example, and enjoy Tropicana orange juice, the stadium is not going to make you switch to Minute Maid because Houston’s stadium is brand new and sponsored by Minute Maid. Locally, it’s more of a concern, he said.

“In Oregon it doesn’t matter,” Conrad said. “But in Florida and in Tampa and St. Pete it may not be the greatest thing for the company.

“If a company is associated with a facility that is so disliked, at best it will not help you. At best you don’t think about it when you buy the product. If you like Tropicana orange juice you don’t care and that’s the best it can be. You don’t care. But it’s not adding to sales.”

Perhaps not, but there may be something to the old adage that there is no such thing as bad publicity. A study conducted by Joyce Julius & Associates found that in the first six weeks of the 2019 season Tropicana Field appeared in 7,179 media stories. That equated to $11,757,353.08 in estimated media exposure.

Having your product associated with one of the worst sports stadiums in the country, there has to be some consolation.