Fruit of the Loom's Pro Player sports and licensing division
has signed a five-year $25M deal with Wayne Huizenga for naming
rights to Miami's Joe Robbie Stadium, according to BRANDWEEK's
Terry Lefton. The stadium is expected to be renamed Pro Player
Park, and the name change will take effect "in time for the
opening" of the NFL season this Sunday. The Pro Player deal also
includes a five-year option, signage, official apparel status and
local marketing rights to Huizenga's three teams, the Dolphins,
Marlins, and NHL Panthers. Pro Player recently signed Dolphins
Coach Jimmy Johnson to an endorsement deal, and while
spokespeople for the other teams have not been chosen, MLB
sources say Pro Player has shown interest in Marlins Gary
Sheffield and Jeff Conine (ADWEEK, 8/26 issue).
REACTION: In Miami, Barry Jackson writes, "Until recently,
JRS officials said American Airlines was the front-runner in the
competition for naming rights. But negotiations stalled because
of philosophical differences, including American's desire for
'airline' to be included in the stadium's name" (MIAMI HERALD,
8/24). Larry Lebowitz writes the naming deal "will likely
sadden" South FL sports traditionalists, and it "certainly" will
be a "sad day" for the heirs to Dolphins Founder Joe Robbie. Joe
Robbie's nephew Tim: "It's Wayne's stadium and he's going to do
what he wants with it regardless of how anybody in the community
feels, including me" (Ft. Lauderdale SUN SENTINEL, 8/25).
WHAT IT MEANS: Lefton notes that according to industry
sources, the deal was prompted by Pro Player's failure to land "a
top-level Pro Line apparel license, which would get its apparel
millions of dollars worth of TV exposure through placement on NFL
sidelines." Lefton also writes that sources say under the deal,
Huizenga will "receive additional dollars if Pro Player is
granted a Pro Line license." Huizenga does not serve on the
committee that oversees NFL Properties (ADWEEK, 8/26 issue).
