Agency to scout branding opportunities for team
The William Morris Agency has formed an alliance with the Los Angeles Dodgers.The tenpercentery has been retained to scout strategic branding opportunities for the team, including naming rights opportunities on properties around Dodger Stadium that will be built as part of the team’s “Next 50” construction project, to be completed in 2012. The Dodgers aren’t looking to put a sponsor’s name on its stadium, but the team is overhauling its ballpark and nearby grounds. It is exploring sponsors for everything from the bullpens, baselines and team dugouts to such construction projects as a Dodger Experience facility that will be built adjacent to the ballpark and feature retail outlets, restaurants and an interactive museum. The arrangement was announced by Dodger exec veep-chief operating officer Dennis Mannion, WMA chairman-chief exec Jim Wiatt and prexy Dave Wirtschafter. “The opportunities are virtually limitless, and the results will lead to new revenue streams that will continue to help the franchise field a championship-caliber baseball team year in and year out,” Mannion said. Arrangement comes as the Dodgers are battling the Philadelphia Phillies for the National League pennant and the team’s first berth at the fall classic in 20 years. The Dodgers are the only pro team on WMA’s roster, but the agency is involved in branding deals for the NFL and NHL as well as such notable athletes as Alex Rodriguez, Serena Williams, Kevin Garnett, Dwayne Wade, Andrew Bynum and Magic Johnson.