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You bet you do!!
I remember when an airline took over the naming rites sponsorship of a large sporting stadium in Melbourne Australia a number of years ago. With the city having a very strong sports loving population the airlines name started to be on everyone’s lips in pubs and restaurant. If there was a conversation about whether your team was playing at that stadium on the weekend the actual Docklands stadium would not be mentioned but the airlines name would be!
What a great way to gain strong mindshare of the local and national audience!!
Up up and away!
Have a great day in Marketing,
Cheers
Pete