SBD/Issue 21/Facilities & Venues

Dodgers Tap William Morris To Sell Ad Space Throughout Ballpark

Dodgers Look To Sell Ad Space On Bullpens,
Dugouts, Base Lines In Dodger Stadium
The Dodgers have "formed a partnership with the William Morris Agency of Beverly Hills to identify opportunities to rename parts" of Dodger Stadium and its planned $500M addition, according to Roger Vincent of the L.A. TIMES. The expansion is "intended to transform the ballpark into a year-round destination for dining, shopping and recreation -- and could also serve up numerous branding opportunities." Dodger Stadium will retain its name, but "much of the rest of the place is now available to be renamed -- for a price -- by corporate sponsors." Some of the available canvases to advertise on include the "bullpens, dugouts, base lines, outfield pavilions, parking gates, press box, Stadium Club, luxury suites and clubhouse." The team's "newly adopted spring training facilities in Arizona are also up for grabs." Vincent notes, "No sponsors have yet been named, but they will be courted -- and vigorously, no doubt." It was "not immediately clear how much the naming rights to various parts of the stadium and grounds might be worth -- or whether the team's success or failure in the current National League playoffs would be a factor." Meanwhile, William Morris "has promised that the company names will be tasteful." William Morris CEO Jim Wiatt said, "The Dodgers are a highly professional organization. We want to keep the class and integrity of this franchise." Dodgers Exec VP & COO Dennis Mannion "hopes to bring in brands that will resonate with different demographic groups in a way that will 'create a feeling of inside access for our fans'" (L.A. TIMES, 10/14).

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