HANESBRANDS, DISNEY DEAL: Hanesbrands Inc. and the Walt Disney Co. signed a 10-year marketing agreement that will give the Hanes and Champion brands exclusivity in basic apparel, including cotton knits and underwear, at the Walt Disney World Resort. The agreement includes Disney’s Wide World of Sports Complex and ESPN Club store The Yard in Orlando, Fla., as well as all eight ESPN Zone Stores, which will offer promotional and brand building opportunities in ESPN Zone restaurants in Anaheim, Calif., Atlanta, Baltimore, Chicago, Denver, Las Vegas, Washington and New York.
In addition to basic items by Hanes and Champion, the alliance includes product cobranding, attraction sponsorships and other point-of-sale materials and signage at Walt Disney parks and resorts. Naming rights for the stadium at Disney’s Wide World of Sports Complex for the Champion brand are part of the deal. The complex attracts 1.1 million visitors and 240,000 athletes each year.
This story first appeared in the November 5, 2007 issue of WWD. Subscribe Today.