Historic Fractional Naming Rights Deal Negotiated by Bob Reif
According to the Wall Street Journal, Bob Reif created and sold a Fractional Naming Rights Deal, unprecedented in Sports Marketing history---negotiating a marketing pact with the Rams and Russell Athletic, a maker of sports apparel owned by billionaire Warren Buffet’s company, Berkshire Hathaway, that included the right for its name to join that of investment-firm Edward Jones adorning the stadium for one day during the team’s “MNF” game against the Bears December 11, 2006. Russell is also getting long-term naming rights-branding agreement for the Rams' practice facility and media-center complex in nearby Earth City.
Click HERE for Podcast of a Timeline of Bob Reif's First $250 million worth of sponsorships for the teams and the stadiums over three years with Wayne Huizenga's Miami Dolphins.
1 The Wall Street Journal December 8, 2006 ~ At Rams' Field, Two Sponsors For One Night Only Rams marketing consultant Bob Reif says the team is happy with the final
outcome… The marketing pact offers Russell more than naming rights. The company will also clothe Rams coach Scott Linehan during off-field appearances, place its logo
on cheerleaders' uniforms and game tickets, create branded "Fan Zones" in the stadium to tout its products and develop promotions with national retailers to expand its reach
outside St. Louis.
2 News Tribune December 9, 2006 Russell Athletic will distribute T-shirts for a planned “white out” at Monday night's game, and several other changes have been
made recently. The team also has renamed its training facility, Rams Park, as Russell Athletic Training Center, Home of the St. Louis Rams. And the Edward Jones Dome
also will be renamed “The Russell Athletic Field,” for the night.
Click HERE for Podcast of a Timeline of Bob Reif's First $250 million worth of sponsorships for the teams and the stadiums over three years with Wayne Huizenga's Miami Dolphins.
1 The Wall Street Journal December 8, 2006 ~ At Rams' Field, Two Sponsors For One Night Only Rams marketing consultant Bob Reif says the team is happy with the final
outcome… The marketing pact offers Russell more than naming rights. The company will also clothe Rams coach Scott Linehan during off-field appearances, place its logo
on cheerleaders' uniforms and game tickets, create branded "Fan Zones" in the stadium to tout its products and develop promotions with national retailers to expand its reach
outside St. Louis.
2 News Tribune December 9, 2006 Russell Athletic will distribute T-shirts for a planned “white out” at Monday night's game, and several other changes have been
made recently. The team also has renamed its training facility, Rams Park, as Russell Athletic Training Center, Home of the St. Louis Rams. And the Edward Jones Dome
also will be renamed “The Russell Athletic Field,” for the night.