Florida International University (FIU) Athletics has announced a partnership with international superstar and entrepreneur Armando Christian Pérez, better known as Pitbull.
Under the deal, FIU Stadium will be renamed Pitbull Stadium, becoming the first sports venue globally to have its name associated with an artist. This agreement opens up various marketing and promotional possibilities involving Pitbull, a Miami native, and FIU, the only public Division-I university in Miami.
According to ESPN, The five-year deal is worth $6m. Pitbull will pay the school $1.2m annually and has the option to extend the contract for an additional five years.
The partnership also includes Pitbull’s involvement in FIU football’s Vice Night, showcasing Miami-themed colours and merchandise. The game, featuring the new Vice uniform, will be held on 22 October against Sam Houston State and will be broadcast in the US on ESPNU.
Pitbull said: “This partnership with FIU is a true honour and a testament to what we can achieve when we work hard. Renaming the stadium isn’t just about a name change. It’s about inspiring the community, creating opportunities and showing the world that with determination and a clear vision, anything is possible. We’re making history together, and we’re just getting started. Why dream when you can live it?”
Van Wagner College, FIU Athletics’ multimedia rights partner since 2016, facilitated the collaboration and helped bring in more partners. One of these partners is South Dade Kia, which will be the presenting sponsor of the field, now named South Dade Kia Field at Pitbull Stadium.
There is also a belief among the parties involved that this collaboration could attract more sponsorships in the future.
Lucy Benedetti, Executive VP and Co-Owner of South Dade Kia Miami and Homestead, commented: “We have been proud supporters of FIU Athletics because we recognise the significant role that education and sports play in connecting with young people and students. When we found out about FIU Athletics and Pitbull’s outstanding initiative, we immediately wanted to contribute and participate.
“We are delighted to announce our collaboration, demonstrating our collective commitment to innovation in Miami. Together we will enhance education and athletics, creating a brighter future for our students.”
Although this type of collaboration has not been seen before, there are a lot of sports teams looking at stadium naming rights as a way to drum up extra revenue. Earlier this week, Manchester United’s sponsor Snapdragon expressed interest in the naming rights of Old Trafford, hoping to help the club with money for a new stadium.
