SportBusiness.com

SUBTLE NAME CHANGE FOR 2007 SUPER BOWL VENUE

The home of the NFL’s Miami Dolphins and Florida Marlins has changed its name as part of a rebranding strategy…by one letter.

The Dolphins Stadium will now be known as the Dolphin Stadium, and has a new logo and set of high-definition video boards to mark the occasion.

It also heralds the start of a marketing strategy designed to position the venue as one of the leading sport and entertainment facilities in the world.

The venue, owned by Wayne Huizenga, has already been confirmed as the home to both the 2007 and 2010 Super Bowls and is undergoing an extensive renovation – work which will be complete by 2009.
Previously know as the Pro Player Stadium and Joe Robbie Stadium, it opened for the first time in 1987 and has been known as the Dolphins Stadium for the past 12 months.