Panthers Sell The Name Of Their Ice to Lexus…


The Florida Panthers have sold the naming rights to the Ice rink at the BankAtlantic Center to Lexus, the first such sponsorship in the NHL , and only the second one in major league sports…

The only other deal where a team has sold naming rights to its playing field is the Minnesota Vikings in October 2009 signed the Mall of America to such a deal…

The difference is that the Sunrise Complex is already sponsored by Bank Atlantic…and this deal will not allow them to put Lexus on the ice because the advertising is already sold…the only change being reported is that there will be a sign stating that it’s the Lexus Rink put up on the score board to be turned on during Panthers home games. 

“Michael Yormark, president and chief operating officer for Sunrise Sports & Entertainment, the Panthers’ parent company, commented: “This is their third renewal, and Lexus was looking for something a bit different, the ‘next big idea.’ They still have their branded parking lot deal for all events, but they challenged me to come up with something new. For us, it created new inventory that we haven’t taken advantage of in the past.”” (Sports Pro Media)

So now it will be the BankAtlantic Center the home of the Lexus Ice Rink? This is confusing because the Center already has a sponsor and the ice has four other logos painted on it.

The Panthers will release more about how the Lexus Rink sponsorship will work, probably tomorrow, but for now this is an interesting new marketing initiative coming from Yormark’s team…it will be interesting to see how it works. The only thing that I can hope for is that it will include a new scoreboard…

So what do you guys think of this new marketing plan?

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Tags: Bank Atlantic Center Florida Panthers Lexus Ice Michael Yormark