SBD/Issue 82/Facilities & Venues

Soup's On! Campbell's Inks Pact To Name New Camden Ballpark

Campbell's Soup North American Division President F. Martin Thrasher announced yesterday an agreement with Camden Baseball LLC to buy the naming rights to the independent Atlantic League Riversharks' new, $20.5M, 6,500-seat ballpark on the Camden, NJ, waterfront, according to Eileen Stilwell of the Camden COURIER-POST. The naming rights to the ballpark, Campbell's Field, scheduled to open May 11, was for "an undisclosed sum believed to be in the neighborhood" of $3M for ten years. Campbell's signature logo "will abound" at the ballpark, with a 60-by-24-foot red and white lighted sign that will be visible from the Philadelphia side of the Delaware River. Under the deal, Campbell's products, including Pepperidge Farm snacks, Pace salsa and V8 Splash juice will be sold at all concession stands, and the "chubby-cheeked Campbell Soup kids will be on hand to cavort" with the Rivershark mascot at the team's 70 home games. Stilwell: "The marriage appears to be a marketing dream. For example, each time a Rivershark hits a home run, the scoreboard will flash 'M'm! M'm! Good!'" The announcement was made in Camden, which employs about 1,200 Campbell's workers at its HQs. To "celebrate the day," Campbell's and Camden Baseball employees "all were invited to a free lunch of ballpark hot dogs and, of course, soup" (Camden COURIER-POST, 1/18).

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