FRISCO - FC Dallas is looking for a new corporate sponsor to name its stadium in Frisco tonight. The venue, known as Pizza Hut Park, will be no more.
Pizza Hut decided to opt out of its 20-year naming rights contract with the Major League Soccer franchise.
Since the stadium opened in August of 2005, Pizza Hut's name and logo has been all over the stadium. It's on every ticket and program sold. Every time the stadium is mentioned in media coverage, Pizza Hut's name is right there with it.
But come Jan. 8, it will all be gone.
Pizza Hut and FC Dallas reportedly signed a 20-year naming rights contract for $25 million before the stadium opened more than six years ago. Each had an opt out clause.
“So we talked for probably six months, trying to figure out if there was another solution," said Doug Quinn, FC Dallas President/CEO. "And both sides realized it just wasn't going to work."
A University of North Texas Assistant marketing professor told News 8 brand awareness takes time to be effective.
Francisco Guzman says until the stadium is renamed, Pizza Hut will reap the benefits, because fans will still call it Pizza Hut Park. Guzman said a new corporate sponsor will have to invest beyond what they pay for naming rights. He claims companies must spend three times that amount to make the branding successful. But FC Dallas executives are optimistic.
"What I believe will happen, is somebody that we're already currently a partner with, or somebody that we're not even in discussions with will come together pretty soon," Quinn said.
FC Dallas already has four major corporate sponsors including Budweiser, BB&T, Texas Health Resources and Subaru. Quinn says the club hopes to have a new naming rights sponsor for the stadium before the start of MLS season in March.
E-mail sstoler@wfaa.com
