Most sports sponsorships are little more than advertising. There’s no doubt that some goodwill is generated from Avaya’s sponsorship of the stadium where the San Jose Earthquakes play in California. But the real game is practice development. Avaya saw a win-win opportunity: the venue operators needed new technologies – contact centers, networking, and new applications – and Avaya wanted to transition from a product orientation to a solution focus. It’s part of Avaya’s larger transition from equipment provider to solution provider.