Lugnuts, Lansing Cash in on Naming Rights Deals

First it was the Thomas M. Cooley Law School stepping up to buy the naming rights to the former Oldsmobile Park, home of the Single-A Lansing Lugnuts.  Cooley locked in an 11-year deal for $1.485 million.  Now comes Jackson National Life Insurance Company, which just agreed to pay $1.353 million over 11 years to name the field.  The Lugnuts will now play at Jackson Field at Thomas M. Cooley Law School Stadium.  Read more here

PRESS RELEASE – Jackson National Life Insurance Company® (Jackson) has entered into an agreement with the Lansing Lugnuts to secure the naming rights to the team’s playing field for the next 11 years. On April 14, the Lugnuts will begin their 15th season on the newly named Jackson Field.

The city of Lansing will directly benefit from Jackson’s partnership with the Lugnuts through an existing revenue sharing agreement with the team – providing a new revenue stream to the city’s budget for the next 11 years. Further details of the agreement were not disclosed.

“The mid-Michigan community has been our home for nearly half a century and we have chosen to give back in a meaningful way,” said Clark Manning, Jackson president and CEO. “The Lugnuts provide affordable, family-friendly entertainment. In conjunction with the city, the Lugnuts and Cooley Law School, we hope this investment will help ensure that the community will be able to continue to enjoy America’s great pastime for many years to come.”

In coordination with Jackson’s charitable giving program, the Jackson National Community Fund, each time a Lugnuts player hits a home run during a home game, the company will donate $100 to a mid-Michigan charity.

“Jackson’s success has allowed us to funnel more than a million dollars each year into our local communities,” said Jackson Vice Chairman and COO Mike Wells. “As one of Lansing’s leading employers, with more than 1,700 associates, it’s our corporate responsibility to donate money to local charities, volunteer our time and resources, reduce our environmental impact and provide funding for inclusive community-based events and organizations.”

The new partnership with the Lugnuts reflects Jackson’s commitment to being a responsible member of the mid-Michigan business community. Jackson has been a long-time supporter of local events and attractions that offer mass appeal, such as the Wharton Center, Common Ground, the Impression 5 Science Center, Be a Tourist in Your Own Town and the East Lansing Arts Festival.

PRESS RELEASE – Lansing Mayor Virg Bernero and Thomas M. Cooley Law School President and Dean Don LeDuc today announced that the downtown Lansing stadium and home to minor league baseball’s most successful franchise – the Lansing Lugnuts – will officially be named the Cooley Law School Stadium in a sponsorship agreement just signed between the baseball team and the law school.

“This is a grand slam home run for the City of Lansing, the Lugnuts and Cooley Law School,” Mayor Bernero said at the noon announcement on the plaza in front of the stadium.  “Cooley is the largest law school in the country and continues to be one of our greatest partners in bringing new vitality to downtown Lansing.  Naming our downtown ballpark the Cooley Law School Stadium is a perfect tribute that honors all of the students, alumni and faculty who have been a part of this important and respected Lansing educational institution for so many years.”

“We are thrilled to make this long-term investment that will benefit, not only our students and employees, but the entire community and region for years to come,” said Cooley President LeDuc.  “While Cooley has grown to serve students across the state at four campuses, Lansing will always be our home.”

“Sponsorships are very important in professional sports,” said Sherrie Myers, co-owner of the Lansing Lugnuts.  “In Lansing, this kind of stadium support helps to keep ticket prices affordable for so many families and friends from throughout the region who want to enjoy fun, high-quality but low-cost family-friendly entertainment.”

The downtown Lansing stadium had been sponsored by General Motors since the stadium opened 15 years ago, and the facility was formerly known as Oldsmobile Park.  GM chose not to renew the Lansing stadium sponsorship agreement along with not renewing many other sponsorships around the nation because of the corporation’s financial bankruptcy.  A total of 346,935 fans attended 66 Lansing Lugnuts home games last year, and 5,680,821 fans have attended games since the stadium opened.

The new agreement between the Lansing Lugnuts and the Thomas M. Cooley Law School is an 11-year stadium sponsorship deal that mirrors the length of the stadium lease between the team and the City of Lansing.  The new stadium name agreement allows the baseball club and the city to evenly split the sponsorship support totaling $1,485,000 over the length of the contract.

Cooley Law School is the largest law school in the nation. Founded in 1972, the private, non-profit law school operates J.D. programs across Michigan in Lansing, Auburn Hills, Grand Rapids and Ann Arbor. Today, Cooley Law School has nearly 14,000 graduates across the nation and worldwide and also offers joint degree and master of laws programs. Cooley offers enrollment three times a year; in January, May and September.

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Filed under Money & Financials, Sponsorships & Advertising, Stadium Issues

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