Minor League Baseball: The Ultimate Advertisement Is Within Reach

Devon TeepleAnalyst IFebruary 16, 2010

Daryl Katz and the Rexall Sports Corporation, who recently purchased the Edmonton Capital franchise for a reported $400,000, is offering local businesses the ultimate advertisement opportunity.

The Rexall Sports Corporation is giving local businesses and advertisers a chance to have their name on the home of the Edmonton Capitals: Telus Field.

Patrick LaForge, Edmonton Oilers President and CEO, described the situation in more detail:

“This rare asset will give your corporation a high profile piece of the sports and entertainment industry in Northern Alberta," said  LaForge. "Rexall Sports Corporation plans even more concerts and events at the ballpark in the coming years to make this venue a premier outdoor entertainment destination.”

Once known as the Edmonton Cracker-Cats of the Northern League, disputes between a letter of credit and a $1 million bond set in motion a series of events that brought the Cracker-Cats to the Golden Baseball League.

Katz and Rexall then purchased the club from Florida-based owners Dan Orlich and partner Erika Cruise for a minimal amount.

With a fresh start in a upstart league, a new name was not far behind.

The club held a a "Re-name the Team" contest, a promotion that received well over 2,000 entries. The winning “Capitals” name was drawn from the pool of other possibilities.

Why, if you were a businesses owner or local advertiser, would you become interested in a bidding proposal for naming rights? Simple: the enormous appeal for revenue growth.

The Capitals play 45 games at their home field, in the heart of the Edmonton river valley.  According to the Edmonton Capitals Web site , Telus Field located near the downtown core, is driven past by nearly 30,000 vehicles daily. The naming rights deal, spectacular on its own, includes collateral, advertising, event seats and VIP hospitality.

This article can also be found on The GM's Perspective .