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January 19, 2010
Dolphins stadium gets yet another new name
The building formerly known as Dolphin Stadium has signed a new five-year naming rights deal under which it will be redubbed "Sun Life Stadium." That means when viewers tune in for the Super Bowl next month, they'll hear repeated references to ... a newspaper chain? A fruit drink? Whoever had "Canadian insurance company" in the pool, you're a winner!
The Miami Herald says that this will be the building's seventh name in 23 years, but a bunch of those were minor changes (Pro Player Park to Pro Player Stadium, Dolphins Stadium to Dolphin Stadium), making this the first major naming rights resale for the place since Pro Player went bankrupt. The interesting bit here, though, is that Sun Life coughed up a relatively high $7.5 million a year for naming rights, showing that a used stadium name may actually be worth something after all — at least, if it means guaranteed screen time during a Super Bowl.
Sun Life's current ad campaign is about trying to get various entities to change their name to "Sun Life" so the naming rights purchase even makes sense in that context.
Posted by Andrew Ross on January 19, 2010 11:56 AM
TD Banknorth Gardens and the RBC Center are also named for Canadian companies. It's the start of an invasion, I tells ya.
TD Garden and RBC Center are not a big deal. Neither is Sun Life purchasing Dolphin Stadium's naming-rights. It's good to get naming rights for a stadium, it gives them income. What about this Umbrella I want to see the design on that!
Posted by Big Deal on January 19, 2010 10:51 PM
okay let me comment here
Posted by pawel2 on February 17, 2010 05:08 PM