The new NHL Panthers arena in Sunrise will be named
after National Car Rental (NCR) in a deal that sources say
"was pulled together three weeks ago," according to Julie
Kay of the MIAMI HERALD. NCR is owned by Panthers Owner
Wayne Huizenga's Republic Industries, and Kay's sources said
that Huizenga "apparently decided to obtain the naming
rights for one of his many companies after arena management
was unable to find a corporate buyer willing to pay" $2.5M a
year. This marks the first time a car rental company will
hold naming rights to a sports facility. Kay wrote that it
is "not clear" how much NCR will pay (MIAMI HERALD, 7/12).
In Ft. Lauderdale, Alan Snel wrote that NCR won the rights
from a "diminished pool of contenders." The Bonham Group
President Dean Bonham: "On the surface it doesn't appear
it's the best marketing mix. But Wayne Huizenga may have a
wonderful strategy" (Ft. Lauderdale SUN-SENTINEL, 7/11).
A BELIEVER: In Denver, Dean Bonham wrote in support of
naming rights deals for sports facilities, as dollars
obtained in rights deals mean less are taken from the
general fund. Sponsors also "normally spend an additional
one to three dollars in support of each dollar they spend in
rights fees," which can enhance the fan's experience with
promotions, discounts and giveaways (DENVER POST, 7/12).
