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Article: Stadium Name a Healthy Deal for Houston Baseball Complex, Minute Maid.
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- June 6, 2002
CopyrightCOPYRIGHT 2002 Knight-Ridder/Tribune Business News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By David Kaplan, Houston Chronicle Knight Ridder/Tribune Business News
Jun. 6--In the late 1940s Jack Fox, the first president of Minute Maid, had no budget for advertising, so he went door-to-door in his home town of Bingham, Mass., offering free samples of frozen orange juice.
What would Fox think of Minute Maid paying an estimated $170 million for the naming rights to the Houston Astros baseball stadium?
That's a lot of oranges. Will Minute Maid, now based in Houston, get its money's worth?
It just might. The marketing and advertising game is more sophisticated since Fox knocked on doors, and a company can reap big rewards when ...