The most visible start of Kroger Field's re-branding process "became official this week when the final letters were placed on the front of the venue," but the new name is "just the beginning of the grocery retailer’s stamp" on the Univ. of Kentucky's campus and football game-day experience, according to Jennifer Smith of the LEXINGTON HERALD-LEADER. JMI's UK President of Sports & Campus Marketing Paul Archey said, "You’re going to start to see day one, right now as we head into football season Kroger start to activate around it. You’ll see activation start to happen immediately." UK signed a 15-year, $210M multimedia rights deal with JMI Sports in '14. The sports marketing firm "then struck the deal with Kroger," which will pay $1.85M annually over the next 12 years to have its name on the football stadium and other areas of the UK campus. Some of the many places the Kroger name will "become synonymous with Kentucky includes making Gate 6 of the venue formerly known as Commonwealth Stadium into a fast-pass gate for Kroger Plus card holders." Outside the stadium there will be a "large, free tailgating area for fans sponsored by Kroger." Meanwhile, a “Kroger Field Meal Deal” option will "bundle together some of the most popular menu items like hamburgers, chips and a drink." For road games, Kroger will also take a "pregame radio show to grocery retailers around the state." The Kroger reach will also "extend to the start of move-in for new students, including offering shopping carts that can be used by parents and students moving into campus housing" (LEXINGTON HERALD-LEADER, 8/4).
