About $20,500 was spent by the Bills to create and install the 55-by-20 foot Benrus clocksGetty Images
The Bills are suing military-style watch company Benrus and former CEO Giovanni Feroce over a "soured promotional deal" that featured the brand as the official timekeeper of the club, according to a front-page piece by Amanda Milkovits of the PROVIDENCE JOURNAL. In October '14, the Bills and Feroce, the current Republican gubernatorial candidate in Rhode Island, "struck a deal" for a $1.074M sponsorship at New Era Field, paid in installments between February '15 and December '17. The Bills and Feroce celebrated the partnership with "giant Benrus clocks overlooking the stadium, a LED ribbon-board display of the Benrus Logo, a Benrus 'Best Dressed' player of the week" and more. According to the lawsuit, the Bills "spent about $20,500 to create and install the 55-by-20 foot Benrus clocks and kept up with the rest of its agreement," while Benrus "made the first $87,500 payment -- but that was it." The lawsuit says the team "is owed $987,500, plus fees and interest." The team also "wants to be reimbursed for the Benrus clocks, which are still prominent" at the stadium. Feroce yesterday "blamed his former lawyer, who bought the trademark and started a new company" after Feroce lost it due to financial trouble last fall (PROVIDENCE JOURNAL, 4/4). In Buffalo, Aaron Besecker notes Feroce bought a majority stake in Benrus after leaving as CEO of jewelry company Alex and Ani, but is "not involved with the current ownership." When the Bills and Feroce announced the sponsorship deal, Feroce was "described in the team's announcement as 'an entrepreneur recognized internationally for his visionary business practices'" (BUFFALO NEWS, 4/4).
