Mr Worldwide (AKA Pitbull) has just scored big. In a clever move, he's signed a deal to have a football stadium named after him at Florida International University.
As if he needed another moniker, Pitbull now also goes by Mr. 305, which is a nod to the area code of his hometown, Miami. Pitbull says he finds himself drawn to the Florida city. So taking on this name is about 'Inspiring the community, creating opportunities and showing the world that anything is possible.'
So when you want to feel more connected to your hometown, I guess the logical next step is to buy a local university stadium. But as heart-warming as this narrative is, there's a little more strategy behind this purchase.
Renaming the stadium was a power move and a clever marketing ploy-for both Mr Worldwide and Florida International University.
No artist in history has ever done this before. Pitbull is, therefore, entirely accurate when he claims that he and FIU are making history together. This novel idea allows Pitbull to place himself in the centre of a well-established community.
Students and athletes will no longer be practising on just any old school ground. They'll be using Pitbull Stadium.
Now, I don't play any sports. But I'd be more than ready to slide into my sports gear just to take a picture at this iconic stadium--and I know I'm not the only one.
As if turning a university stadium into a personal brand wasn't enough, Pitbull also gets to use the 20,000-seat stadium ten times a year, for free. And yes, this can include concerts.
Oh, and one more thing.
Pitbull's vodka brand Voli 305 Vodka will be the preferred distributor in every single event hosted in the stadium. So whether you're there for a football match or a concert, Pitbull's name will be on the billboard and in your hand.
To acquire the renaming rights, Pitbull has to pay FIU $1.2 million every year. He also must post about the stadium at least 12 times a year. I mean, now even people in little old New Zealand have heard about Florida International University.
Pitbull will also write a school song for the university (which you know is going to be played at parties because, let's be real, it's Pitbull). He's also obligated to attend their annual fundraising event and FIU football's 'Vice Night', which will be broadcast on national television.
In short, Pitbull is putting FIU on the map.
If there's one thing you can take away from this, it's that innovative branding creates buzz. And if you combine that with a mutually beneficial collab, you can double your brand awareness.
Mr Worldwide has just landed-and it's in the Pitbull Stadium.
