Kentucky has struck a deal with Kroger for the "first name change" at the school's Commonwealth Stadium since it opened in '73, but the pact with the the Cincinnati-based grocery chain also is "much more than a switch in naming rights and simple signage," according to a front-page piece by Jennifer Smith of the LEXINGTON HERALD-LEADER. The deal, "struck between the university, UK Athletics and marketing partner JMI Sports," is for 12 years and $1.85M annually and is a "multi-tiered deal that includes access to campus marketing rights as well [as] Kroger becoming the official fuel partner of the university." Other parts of the agreement include Kroger "becoming the official nutrition and pharmacy partner of UK Athletics and the official grocery store of Move-In (when students arrive and move in to campus housing)." Officials said that many of those "finer details are still being hammered out," including a logo. JMI Sports had been "seeking a rights partner for the past three years." Smith notes there is a "community component as well." Kroger is "partnering with UK to start the Kroger Fields project, which will work to improve youth football fields across the state." The retail chain also will "sponsor an annual 5K race that will end at the 50-yard line of the football stadium." This "probably won’t be the last UK athletics facility that will get a new name." While "no deals are in the works yet, the marketing company also has been looking at selling the naming rights" to the new ballpark and "potentially the plaza near Gate 12 of Commonwealth Stadium" (LEXINGTON HERALD-LEADER, 5/2).
NOT SO FAST ON RUPP: Smith also notes the Rupp Arena name "isn't going to get any alterations anytime soon." UK AD Mitch Barnhart said, "The Rupp name is an iconic name in terms of what it means to college basketball and what it means to this program." He added, "In terms of what we do in recruiting and the people we bring into our program, I think when you say ‘Rupp Arena’ it has a special feel to it that I just don’t think -- I know we’re not going to mess with that." Smith notes UK’s "latest long-term agreement" with Lexington Center Corp. that keeps UK at Rupp through '33 has "specific provisions involving the naming rights of the surrounding Lexington Center" (LEXINGTON HERALD-LEADER, 5/2).
SIGN OF THE TIMES: In Louisville, Jon Hale noted as part of the deal, UK's playing field, formerly known as C.M. Newton Field at Commonwealth Stadium, will be renamed C.M. Newton Grounds at Kroger Field to "avoid any confusion with the new stadium name." The "ability to sell naming rights for UK’s athletics facilities became available to JMI Sports" as part of its $210M contract for UK’s athletics and campus multimedia marketing rights announced in '14. Kroger's Louisville Division President Calvin Kaufman said of the deal, "It’s so much more than a name on a stadium." Hale noted the decision to sell naming rights to the football stadium was "met with resistance from some Kentucky football fans on social media." Barnhart was "prepared for some backlash about the decision but insisted the decision was best for the program and ultimately fans of the team." Barnhart: "We want to make sure that we are always listening, but at the end of the day, I’ve still got to put the enterprise of making sure our young people have the best opportunity to compete in this SEC." Barnhart added that he "questioned whether projects like the new UK baseball stadium under construction and plans for a new tennis facility would have been possible without including the ability for JMI to sell stadium naming rights" (COURIER-JOURNAL.com, 5/1). YAHOO SPORTS' Nick Bromberg noted UK now becomes the "first SEC school to sell naming rights to its football stadium." If will be interesting to see if UK's deal "starts a trend in the SEC." As athletic departments "look for ways to increase revenue, it won't be surprising if other schools follow suit in the future" (SPORTS.YAHOO.com, 5/1).
PUNCHLINES: On Twitter, fans and fan feeds had some fun at the expense of the stadium's new name. William Carson: "Florida has The Swamp, LSU has Death Valley, Georgia Between the Hedges, we're about to have 'Aisle Three.'" #OmahaOrBust: "One of my coworkers will now have season tickets in the dairy section." Brady Ekman: "BREAKING: UK student section at Kroger Field will now be called the 'Ramen Aisle.'" Kevin Jones: "I'm on a fixed income, I can't afford to go to Kroger Field. Holler at me when they open Save-A-Lot Stadium." The War Eagle Reader: "I'm sure some fans are ready to check out, but maybe it'll help KY to produce on offense, & finally get the defense some sacks."
