Toyota, FC Dallas Announce Long-Term Stadium Naming-Rights Deal
MLS FC Dallas yesterday announced a long-term stadium naming-rights deal with Toyota, and FC Dallas Stadium now "will be known as Toyota Stadium," while the adjacent 17-field soccer complex will be called Toyota Soccer Center, according to Valerie Wigglesworth of the DALLAS MORNING NEWS. The Frisco, Texas, complex opened as Pizza Hut Park in '05, but had been "without a sponsor" since Pizza Hut pulled out of its naming-rights deal in December '11. New signs for Toyota Stadium will "be in place in time for FC Dallas’ last home game of the regular season" on Oct. 19 against the Sounders. Frisco officials are "meeting to determine the number and placement of directional signs around the city," and talks are "in the works to upgrade the 8-year-old stadium." The deal marks Toyota's third soccer stadium naming-rights acquisition, including the MLS Fire's Toyota Park and the NASL San Antonio Scorpions' Toyota Field. FC Dallas this season is "on pace to break the all-time franchise record" in attendance (DALLAS MORNING NEWS, 9/11). Gulf States Toyota VP/Marketing Brent Hillyer said that the company was "drawn to Frisco's growing population and demographics, plus it helped them claim a major stake in Texas." Hunt Sports Group VP Dan Hunt said that in addition to signage, the stadium will "name the northeast plaza terrace box after Toyota." In Dallas, Danielle Abril noted Toyota also will be the team's "exclusive local automotive sponsor." McKinney, Texas-based Pat Lobb's Toyota dealership helped HSG "make the connection." Terms of the agreement were not disclosed (BIZJOURNALS.com, 9/10).