When the new Miami Marlins (yes, they are being renamed) ballpark opens in 2012, it will have a corporate name associated to it. Thatâ€™s because the club is very nearly on the verge of announcing a naming rights deal for the modern design on the location of the old Orange Bowl stadium.
According to Sun-Sentinel, P.J. Loyello, Marlins senior vice president of communications, said Tuesday that the deal was close at hand.
The Marlins deal will be for more than the name on the ballpark.
â€śFrom what I understand thereâ€™s several companies that stepped forward, and negotiations were always pretty open and clear about what the economic parameters of the deal would be, and people didnâ€™t shy away. Weâ€™re talking multinational companies that are looking to get their name in Miami,â€ť Loyello said, adding that the partnership is going to be â€śomnipresent from a marketing standpoint, a community standpoint and, obviously, a presence at the ballpark itself.
â€śWeâ€™re trying to get the best deal. Weâ€™re at the point that weâ€™re finalizing it.
There will also likely be four in-stadium naming deals for each of the colored quadrants within the ballpark.
When you hear â€śomnipresent from a marketing standpointâ€ť and throw in community, it sounds less like a financial institution such as Fidelity. â€śInternationalâ€ť doesnâ€™t scream Publix Super Markets. Knowing that itâ€™s the Marlins, it could be wrapped around the tourism industry. Will fans be saying, â€śIâ€™m headed to the Norwegianâ€ť or â€śItâ€™s jamminâ€™ tonight at the Carnivalâ€ť, as in cruise lines? Itâ€™s a naming rights deal. Anything could be possible.
Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, and is a contributor to Forbes SportsMoney blog.. He is available as a freelance writer. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network (select his name in the dropdown provided).
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