Dolphins Stadium Unveils New Branding Strategy And World’s Largest Hi-Definition Video Boards

MIAMI GARDENS - Dolphins Enterprises CEO Joe Bailey announced today a major repositioning of Dolphins Stadium. Anchored by the unveiling of a new logo and the world’s largest hi-definition video boards, the announcement included renaming the stadium Dolphin Stadium (no "s" in Dolphins) and a marketing strategy that will position Dolphin Stadium to be one of the world’s leading sport and entertainment facilities.

The new stadium logo is a sleek, contemporary-looking dolphin in teal, orange, blue and platinum colors with the words Dolphin Stadium. SME, Inc., a leading brand development and communications firm, developed the logo in conjunction with Dolphins Enterprises and Dolphin Stadium executives to reflect the modernization the stadium is undergoing and express the brand as a global destination. Although distinct from the Miami Dolphins logo, the stadium logo maintains a relationship to the franchise. Its iconic look and feel is meant to point the brand forward and express a strong tie to South Florida. Stadium executives believe that the logo, in time, will be instantly recognized among other great brands in the world and, specifically, associate the stadium with one of the world’s premier sports and entertainment complexes.

The new branding strategy and logo lend itself to expanding marketing partnership opportunities directly with the stadium. For example, Dolphin Stadium already has two such arrangements. Perry Ellis International is now the exclusive uniform supplier of Dolphin Stadium. Come football season, stadium staff will wear all-new Dolphin Stadium uniforms manufactured by Perry Ellis. Burger King, the Miami-based quick-service restaurant chain, also has a marketing alliance with the stadium that allows it to use the stadium mark for consumer promotions as soon as this fall. Other similar marketing arrangements will be explored, including stadium-branded retail merchandise and licensing arrangements. These sales and marketing partnerships are separate from those the Miami Dolphins football club has with its sponsors.

The stadium’s new hi-definition video display boards were also unveiled to thousands of Dol-Fans attending the 2nd Annual Miami Dolphins Season Ticket Holder Appreciation Day festivities at the stadium. The new video boards were manufactured and installed by Daktronics, a recognized worldwide leading designer and manufacturer of LED video displays, LED text and graphics displays and electronic scoreboards. Two boards were installed. The east end zone display is the largest of its kind in the world. The west end zone display also provides true HD resolution imagery. A third primary component of the display system is the fascia mounted full-color LED display that will surround the seating bowl. Installation of the fascia display is scheduled to be completed in July 2006.

The new boards and ribbon LED display are part of a series of stadium improvements that are planned over the next few years funded by Wayne Huizenga, his family, and stadium-related financing. An announcement on the specifics of the improvement will be made in the coming weeks.

About Dolphin Stadium

Dolphin Stadium is a world-class sports and entertainment facility that hosts a wide variety of events including Miami Dolphins football, Florida Marlins baseball, FedEx Orange Bowl, including the National Championship game in 2009, two MLB World Series, three NFL Super Bowls, and numerous concerts and events with world-wide appeal. Dolphin Stadium is home to the 2007 and 2010 Super Bowl. The stadium has the world’s largest hi-definition video boards and the world’s longest LED ribbon display.
It is owned by Wayne Huizenga and is undergoing an extensive renovation. The stadium improvements will be completed by 2009 and will elevate Dolphin Stadium to be the premier stadium in the U.S.

- DOLPHIN STADIUM -