The New York Yankees (maybe the most famous baseball team in the world) has a new stadium. People has talked about it a lot and seems to be appreciate it. The project in fact is reliable as it has considered not only the logistic and confort aspects but even the most updated factors of business among which Product Placement. Since the first match people has perceived it, above all people watched TV at home, when the camera, during the dead times of the match, filmed the sponsor brands for a very long time. New spaces realised ad hoc for the cameras, but even strategic positions very close to the field game, has made this stadium very famous in order to product placement. The Yankees Stadium is the first one thought and built up for this purpose but it’s not absolutely the first. The Americans know very well the “Coca Cola corner” of Red Sox, placed a the limits of the field in a privileged position for the interviews, or the Chicago Stadium where the “homerun wall” is completely dedicated to a sponsor, or the sposnsorised ice at the final game of NHL or the match boards where brands and spots have been present for years. The public’s reactions to these novelties have been contrasting. In 2004 for example, the Spider-Man 2 logos on bases, made people disgust though they accepted the logo on the uniforms (in the USA this is really something new). It is obvious that to evaluate the chances of a product placement operation, it is neccessary to analyse the psychology of the consumers (in this case fans of sport), but above all to consider the mean and potentiality of the image…that in the case of Spider-Man 2has been huge but negative

p.latini@oratorio.biz