Bo Schembechler just rolled over in his grave. In a stunning and unexpected move, the Michigan Wolverines have announced they are changing the name of the iconic Michigan Stadium. Ann Arbor-based Domino's Pizza will become the title sponsor of the new "Domino's Pizza Stadium." Domino's Pizza is expected to pay upwards of $50 million for a 10-year deal on the naming rights.
The deal will also make Domino's the official pizza of Michigan, with the condition that it's served to all football players at least once a week.
"We are very proud to be the 'Official Pizza of Michigan,' and look forward to a terrific opportunity to connect our brand with national and local platforms showcasing our country's finest student athletes," Domino's said in a press release. "Hard work, commitment to winning and an emphasis on team achievement are all attributes Domino's and the Michigan Wolverines have in common, and we are excited to bring these traits to life through this partnership."
Football head coach Jim Harbaugh is excited by the move, all though that might just be because of his love for pizza.
"It's like Thanksgiving," Harbaugh said. "It's like New Year's Day. It's like a family reunion. And having it all rolled into one."
But Domino's won't just buy the naming rights to the stadium. They also plan on launching a drone delivery program for those who purchase pizza at the game.
"What drones allow us to do is to extend that delivery area by removing barriers such as traffic and access, as well as offering a much faster, safer delivery option." Domino's CEO Don Meij said.
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It's a bold move by both Domino's and Michigan. But one economist believes it could pay dividends for both parties.
"Michigan football is a spectacular brand," Andrew Zimbalist, an economics professor at Smith College said. "They've sold out every game for roughly 20 years. They had reason to think they could flex their muscles a little bit. There were a number of choices and they went for the most aggressive choice. It's likely to pay off because of the strength of the brand. It’s not likely to pay off as handsomely as they hoped and projected, but that’s not unusual."
Hopefully the Domino's-Michigan deal works better than when Domino's CEO Dave Brandon became the athletic director at Michigan.