DON’T STOP THE PARTY: Florida International University’s football stadium has been rebranded for international superstar Pitbull. (AP Photo)

Deal extends to concerts, festivals on campus

South Florida rapper Pitbull strengthened his brand in bold fashion by signing a five-year naming-rights deal with Florida International University for their college football stadium in Miami.

The creative deal  to rename the 23,500-seat building Pitbull Stadium, announced on Tuesday, is valued at $1.2 million annually and carries a five-year option. Sports marketing consultant Van Wagner helped broker the deal for FIU.

Pitbull’s real name is Armando Christian Perez and the Grammy Award winner is known as “Mr. 305,” locally, a nod to the region’s area code.

It’s the first time a sports facility bears the stage name of an entertainer, according to officials with the Conference USA school.

LandShark Stadium came close in 2009. The beer brand connected to singer/songwriter Jimmy Buffett and owned by Margaritaville Brewing Co., a subsidiary of Anheuser-Busch, had a one-year naming-rights deal for the Miami Dolphins’ venue.

At FIU, as part of the agreement, Pitbull has the opportunity to host 10 events on campus, including concerts and festivals. Pitbull has committed to participating in multiple promotions and appearances for FIU, extending to co-branded merchandise and an FIU-inspired song by Pitbull.

The artist will also contribute $50,000 a year to The Blueprint Collective to aid in FIU’s Name, Image & Likeness programs supporting the school’s student-athletes.

FEEL THIS MOMENT: Cuban-American recording artist Pitbull, left, celebrates with FIU President Kenneth Jessell at a press conference announcing the Pitbull Stadium naming-rights deal. (AP Photo)

FIU hopes Pitbull’s presence energizes the football program. For the 2023 season, the Panthers finished last in Conference USA and averaged 15,290 in home attendance, which accounts for 77% of stadium capacity, as reported by d1ticker.com.

The Panthers’ six-game 2024 home schedule kicks off Sept. 7 against Eastern Michigan.

The Pitbull deal trends with other marketing agreements in sports tied to the entertainment industry, including the Snoop Dogg Arizona Bowl. Most recently, Flavor Flav sponsored the U.S. women’s water polo team at the Paris Olympics.

“Who’s next?” said Rob Yowell, president and founder of Gemini Sports Group and a naming-rights consultant.

Maybe Drake University?

Brian Hardin, athletic director for the Des Moines, Iowa school, sent a tweet after the Pitbull Stadium announcement, reaching out to Canadian rapper Drake: “‘Can I interest you in a conversation about naming rights to a stadium that serves as home to reigning conference champs in football as well as a world-class track meet (Drake Relays) where 111 Paris Olympians have competed?!”

Drake the recording artist is familiar with Drake University after making a surprise visit on campus in the wee hours of the night, decked out in Bulldogs gear, following a 2016 concert at Wells Fargo Arena in downtown Des Moines.

Stay tuned.