Home Improvement: Red Bulls' Marketing Deal With Contractor Includes Stadium Upgrades

The Red Bulls have reached a multiyear agreement to make New York-based Arena Parks & Stadium Solutions the MLS club's official paint and flooring contractor. Financial details of the deal, which was handled in-house by both parties, were not disclosed. APSS as part of the deal will perform painting and flooring renovations or upgrades at both Red Bull Arena and the team’s training facility. Red Bulls Chief Commercial Officer Amy Scheer said that the contractor will immediately begin sprucing up the concourse at the soccer-specific stadium, which involves painting structural beams red and inscribing “core value sentences” and quotes on the walls. Additional projects are in the planning stages. Scheer said the team's goal is to make sure that APSS is "doing work with our stadium so that it’s kept up to the standard that we expect every day and our fans expect every game: cleanliness, spotlessness, beautifully maintained." She added the team expects the company to "really work with us on a daily basis." The deal is primarily a hospitality play for APSS, which will design its own custom skybox at Red Bull Arena. The company also will have a presence on LED signage. While the deal is APSS’ first with an MLS club, the contractor maintains marketing partnerships with the Bills, Sabres, Jaguars and Astros, as well as AEG and Live Nation.