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SBD/September 24, 2013/Marketing and Sponsorship
FedEx To Stick With Redskins' Venue Naming-Rights Deal Amid Nickname Strife
Published September 24, 2013
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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).