SBJ/June 20 - 26, 2005/Marketingsponsorship
Pizza Hut’s naming deal rare for fast food
Published June 20, 2005
Yum Brands’ Pizza Hut has acquired naming rights to the new home stadium of MLS’ FC Dallas franchise for $30 million over the next 20 years.
Pizza Hut President Peter Hearl (left) and FC Dallas owner Lamar Hunt shake at Pizza Hut Park.
The announcement was made last week in Dallas, home of Pizza Hut’s headquarters. The 21,000-seat stadium located in Frisco, Texas, is part of a 117-acre suburban soccer complex built by Hunt Sports Group that also will feature 17 soccer fields. The stadium is scheduled to open in August.
Other founding partners for the stadium include Texans Credit Union, Baylor Health Care System, North Texas Chevrolet Dealers and Dr Pepper. Sources said at least one of Yum’s other brands — Wing Street, Taco Bell or Kentucky Fried Chicken — is expected to have a presence in the stadium.
Pizza Hut has long been a big sports media buyer, and this represents the company’s second big move into sponsorships this year, after a deal with some of Hendrick Motorsports’ NASCAR drivers.
Premier Partnerships has been selling marketing rights for the stadium.