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SBJ/20100125/This Week's News
Connections create first naming-rights agreement for FSG
Published January 25, 2010
The Dolphins-Sun Life agreement represents the first facility naming-rights deal for Fenway Sports Group, the sports marketing firm owned by New England Sports Ventures.
FSG helped put the club and Sun Life together and assisted in the partnership talks. It was aided significantly on both fronts by prior connections: Dolphins CEO Mike Dee ran FSG until his departure last summer for Miami, and FSG sold Sun Life the event naming rights to its Frozen Fenway college hockey event earlier this month in Boston.
FSG represents a wide range of entities for sales and marketing purposes, including Boston College, Dunkin’ Donuts and Athletes’ Performance. But prior attempts by the company to secure a facility naming-rights deal were unsuccessful, such as in Glendale, Ariz., where FSG was representing the Arizona Cardinals but was not part of the group that ultimately landed the team a 20-year deal with the University of Phoenix.
Following Dee’s departure, FSG retooled its operating strategy to focus more on its core corporate sales representation and marketing activities.
“This is another important step in our maturation and a natural fit given our desire to get back more to our roots in sales and representation,” said Sam Kennedy, FSG president. “Sun Life indicated to us they were looking for big opportunities to launch their new brand, and it was a clear fit with what Mike and [Dolphins owner] Stephen Ross are doing to rebrand the team.”
— Eric Fisher