Edward Jones Dome Changes Name
The Russel Athletic Company has reached a long term branding agreement with the St. Louis Rams that will include renaming their practice facility from 'Earth City' to 'Russell Athletic Training Center, Home of the St. Louis Rams.' The agreement will last five years but no value was released to the public but it's believed to be in the seven figure column.
The agreement also includes a strange stipulation, that the Edward Jones Dome is to change it's name for one day only on Monday Night Football against the Chicago Bears. According to the organization this is the first time in NFL history that something like this has been done.
Originally the Rams and Russell had struck up a multi-week agreement for renaming 'The Ed' but Russell decided against it and felt they would rather go more with fan promotions and marketing initiatives.
The organization feels that the Russell deal will help expand the Rams fan base and product sales.
Russell will be handing out white promotional T-shirts at the game Monday and asking everyone to wear them during the game to cause what they call a 'white out', a technique they used during a Miami Heat game during the NBA playoffs.
That shouldn't be too hard to convince the fair weather fans of St. Louis to do since they don't seem to care too much about sporting their team colors and loyalty as of late.