Stadium naming rights get more affordable | Adweek Stadium naming rights get more affordable | Adweek
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Stadium naming rights get more affordable

Midway

We're accustomed to baseball teams selling the naming rights to their stadiums. But the minor-league St. Paul Saints, of the American Association, have given the practice a new wrinkle by selling the rights for a single week. Thus has Midway Stadium (pictured above) become Skinny Water Park this week to promote the brand of bottled water. For one game, Saints players will wear special uniforms bearing the number 0, to emphasize that Skinny Water has zero calories. It’s not surprising that the team would engage in oddball promotions (it has also given away bobblefoot dolls), as its principal owner, Mike Veeck, is the son of Bill Veeck, who was famous for all sorts of hijinks in his years as owner of various big-league teams. Do a Google search for “exploding scoreboard” or “Eddie Gaedel” and you’ll get a taste of this.

—Posted by Mark Dolliver

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