The Miami Dolphins’ home arena is to become the Hard Rock Stadium after the National Football League (NFL) franchise agreed a deal with the restaurant and hotel group.
Hard Rock International replaces financial services company Sun Life as the naming rights partner of the Dolphins’ stadium for the next 18 years.
The Miami Herald newspaper reported that the deal would be worth around $250m (€220.7m) in total. If that figure is correct the deal is the third most valuable naming rights deal in US sport, behind only the Dallas Cowboys’ contract with AT&T and MetLife’s partnership with the New York Giants and New York Jets.
Under the agreement, Hard Rock branding will feature on the stadium’s shade canopy and VIP helipad, at the facility entrance and throughout the arena. In addition, the chain will take on presenting rights to the Dolphins' Grand Plaza pre-game fan activities programme.
“This deal is not only a naming rights programme, but it is designed to be a true partnership between two companies dedicated to providing world class entertainment on a global level,” Hard Rock International chairman Jim Allen said.