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PHOENIX – For Phoenix Suns fans immersed in the high drama of the NBA Finals, the decision might have come as a surprise. The team announced on July 16 it was renaming the downtown arena to Footprint Center, in a deal with a local plant-based packaging company.
But it was less of a surprise for experts on sports business, and its intersection with environmental issues.
“When you (a team) add some type of sustainability component or climate component, it gives you an opportunity to say that you’re actually sending a very positive message,” said Rich Brand, a sports lawyer at Arent Fox who frequently negotiates naming rights deals. “At the same time that, you know, admittedly, you’re getting paid a little bit of money here and there – or a lot of money here and there.”