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SBD/Issue 86/Facilities & Venues
Big Hard Sun: Dolphins Sell Stadium Naming Rights To Sun Life
Published January 18, 2010
|Sun Life Financial's Five-Year Deal With Dolphins
Reportedly Averages Around $7.5M Annually
YET ANOTHER NAME CHANGE: The Sun Life deal puts yet another name on the 22-year-old facility that has been called by five additional monikers since opening as Joe Robbie Stadium. It has also been known as Pro Player Park, Pro Player Stadium, Dolphins Stadium, Dolphin Stadium, and Land Shark Stadium, after an Anheuser-Busch beer licensed by Jimmy Buffet. The insurance category has been fertile territory for those selling sports sponsorships and sports media, even during the recession. Allstate has a USOC and BCS deal, along with its compelling branding on goal-post nets, Nationwide bought title rights to NASCAR's No. 2 circuit last year, and Progressive has naming rights to the Indians' home ballpark. Geico is an NHL sponsor and a large buyer of national and local sports media. State Farm has MLB and NCAA sponsorships, and had NFL rights until this season.