What’s in a name anyway?

In September, I blogged about Dolphin Stadium being renamed Landshark stadium in a new sponsorship deal with Jimmy Buffet’s Margaritaville and Anheuser-Busch InBev. The terms of the deal had the stadium naming right agreement ending right before the Superbowl with the name returning to Dolphin Stadium.

Well with the Superbowl on Sunday, I decided to revisit the situation to see if the name reverted back to Dolphin Stadium. I come to find that Dolphin Stadium is now called Sun Life Stadium. Sun Life is a financial company who on January 20th announced the sponsorship deal with the owners of the stadium. The naming rights is part of a larger philanthropic effort with the Dolphins. I could not find any information regarding the cost of the sponsorship deal or the length of time before Sun Life Stadium will become “Insert Corporation Here Stadium”.

I find the strategy of short term lease agreements interesting. For In Bev and Jimmy Buffet, they received what they needed to from the naming right agreement. The stadium ownership also was able to capitalize on the Pro Bowl and the Superbowl being held in the stadium to attract a lucrative (more than likely) deal with Sun Life. I am interested to see if other stadiums will begin using this strategy.


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