Fruit of the Loom's Pro Player sports and licensing division
officially announced a ten-year, $20M deal with Dolphins, Marlins
& Panthers Owner Wayne Huizenga to rename Joe Robbie Stadium as
Pro Player Park. The deal allows Pro Player entitlement rights
and signage throughout the stadium (Pro Player). JRS President
Bob Kramm confirmed that the additional revenue might lead to the
addition of a retail and entertainment center at the stadium,
according to the MIAMI HERALD. Kramm: "This announcement pushed
that possibility further ahead, but we have to study it more."
The name change takes place immediately, and workers yesterday
began replacing the more than 100 references to "Joe Robbie
Stadium," while the "most prominent" sign on the stadium's
outside wall will not be finished in time for the Dolphin's home-
opener Sunday. Pro Player officials say they are working on a
new logo, and are hoping to unveil it for the Dolphins' September
15 game. The only sign with Joe Robbie's name that will remain
is on the Dolphins Honor Roll, but JRS officials "might come up"
with a way to recognize the Dolphins' founder (MIAMI HERALD,
8/27).
BE A PLAYER: The deal does not call for exclusive
merchandise rights at the stadium and Pro Player will pursue TV
or print ads with several players on Huizenga's three teams. Pro
Player will also advertise on SportsChannel Florida, managed by
Huizenga's Front Row Communications. Pro Player will also
purchase ads inside Miami Arena. JRS' Kramm said American
Airlines, which had been considered for naming rights, is a
candidate for other sponsor deals at the stadium. Huizenga is
considering selling naming rights to the Panthers' new arena, but
it is "unlikely" Pro Player will bid (MIAMI HERALD, 8/27).
THE WORD: Pro Player President & COO Doug Kelly told THE
DAILY the company signed the deal in order to "build the Pro
Player brand." He added the deal allows the company to be
exposed to potential customers on a continual basis not only
through Dolphins and Marlins games, but also the FedEx Orange
Bowl, the Carquest Bowl, and possibly the Super Bowl. Kelly also
said the entitlement has no effect on Pro Player's desire to be
an NFL sideline licensee (THE DAILY).
