As I walked past construction workers putting the finishing touches on the “Bubble Dome” to be known as AAMI Park, I couldn't help thinking the naming rights signage was a missed opportunity. AAMI recently won the naming rights for Melbourne's newest sporting stadium but they must be disappointed on two points. Obviously the current problems at the Melbourne Storm would have given AAMI executives reason to pause with the Storm being one of 4 major tenants with A-Leagues Melbourne Victory, Melbourne Heart and new Super 15 team Melbourne Rebels.
The naming rights was a terrific opportunity as AAMI could be displayed to the sporting public on one side of the venue in full view of tennis & football fans. On the other side Melbourne's commuters would not be able to ignore the signage as they entered the Burnley Tunnel every morning. Unfortunately, the stadium's unique bubble structure would not support the weight of a naming rights sign. Interesting to note, that this is what it was supposed to look like via @austadiums.