SBD/March 16, 2012/Facilities

Edward Jones Renews Naming-Rights Deal For Rams' Stadium For 11 More Years

Edward Jones will pay $42.3M over course of deal, which runs until March 31, 2025
Financial services firm Edward Jones on Thursday announced a renewal of its naming-rights deal for the Rams' stadium for 11 more years. The company will pay $42.3M over the course of the deal, which runs from April 1, 2014, through March 31, 2025. The original contract  signed in '02 was for 12 years at $32.7M. The rights fee includes signage on the interior and exterior of the building (Edward Jones). In St. Louis, Matthew Hathaway notes the Rams' lease at the Dome "allows the team to keep the lion's share of all advertising generated at the venue, including naming rights." Edward Jones CMO Brad Iversen said that the company "did not receive any assurances the Rams would stay in town through" '25. Noting that the naming-rights deal only remains in effect while the Rams are based at the Dome, Iversen said, "If they were to leave town, or change venues, we'd have to address that if it happens" (ST. LOUIS POST-DISPATCH, 3/16). Iversen said that the deal was negotiated with Rams Exec VP/Football Operations & COO Kevin Demoff and was "signed last week" (BIZJOURNALS.com, 3/15).
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