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Florida Panthers Will Now Play On Lexus’s Ice

April 5, 2011

The Florida Panthers have sold sponsorship to Lexus for the rights to name the ice rink. Selling the naming rights to a playing surface is not unprecedented as the previously linked article mentions. Since October 2009, the Minnesota Vikings have played at the Mall of America Field at the Hubert H. Humphrey Metrodome.

What is interesting about the Panthers’ sponsorship is the fact that the Panthers already have a company that has naming rights for the arena. The Panthers play at the BankAtlantic Center, so this deal is unique when compared to the one at the Metrodome where no company had an interest in the name of the stadium prior to Mall of America. I doubt that BankAtlantic will want another company’s name closely associated with the arena, so Lexus will most likely get something different than Mall of America got. Perhaps there will be signage and recognition on the rink that is different than fans have come to expect in the NHL. We’re all familiar with the look of the typical NHL rink with on-ice sponsors around the team’s logo and signage on the boards. It will be fun to see how the Panthers activate this new deal in terms of Lexus’s placement on the ice and recognition to the public.

– Jason

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