SBD/September 24, 2013/Marketing and Sponsorship

FedEx To Stick With Redskins' Venue Naming-Rights Deal Amid Nickname Strife

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FedEx shareholders overwhelmingly backed continuing support of the Redskins
FedEx shareholders yesterday "crushed a proposal to revisit company ties" to the Redskins and the naming rights for the team's Landover, Md., stadium, according to Wayne Risher of the Memphis COMMERCIAL APPEAL. Wisconsin's Oneida Tribe during an annual meeting at FedEx' Memphis HQs "made one of several unsuccessful attempts by shareholders to influence how the company does business." The proposal to revisit naming rights for FedExField was "made from the floor by Susan S. White, director of the Oneida Trust, and was defeated 253 million to 221." The proposal called on the FedEx BOD to "initiate a review of continued business relationships with the franchise and the potential impact of ending the relationships." FedEx Managing Dir of Global Media Relations & Events Glen Brandow in a statement said, "We believe that our sponsorship of FedEx Field continues to be in the best interest of FedEx and its stockholders" (Memphis COMMERCIAL APPEAL, 9/24).

WHAT COST IS IN A NAME? AD AGE's Michael McCarthy writes the "barrage of criticism" over the Redskins' nickname has "reached an all-time high, leading some to wonder if the team that plays in Washington will have to plunk down" an estimated $15M to change it. PR firm Wade Media Management Managing Partner LeslieAnne Wade said the team is probably "delaying the inevitable." Brand consultancy Landor Associates Managing Dir Allen Adamson said that a design firm "could come up with a new name and logo for the Redskins -- and roll it out within six months -- at a price tag" of $10-15M. Adamson said that coming up with a new moniker "would only run" $500,000 to $1M. But McCarthy writes the "real expense would be replacing the old name and logo" at FedExField and Redskins Park (ADAGE.com, 9/24).
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