Wisconsin Athletic Director Barry Alvarez announced Thursday the university sold the naming rights for Camp Randall Stadium to Yum! Brands, Inc. and the company's KFC/ Taco Bell subsidiary.
The deal, worth a reported $34 million over the next 15 years, marks the first change in name for the stadium since Camp Randall opened in 1917. During most of the day, the stadium will now be known as KFC/Taco Bell Stadium. However, after 9 p.m., KFC will be dropped and the name will change to just Taco Bell Stadium.
""I think everybody understands the tight budgets people are facing these days, and the UW Athletic Department is no exception,"" Alvarez said while devouring a Gordido Crunch. ""We looked at other options, like raising seat licenses or student ticket prices, but decided selling Camp Randall's naming rights was the best option.""
Yum! Brands Inc. already has a presence in college stadium naming rights. Late last year, the Yum! Brands Center opened in downtown Louisville, playing host to all home men's and women's basketball games for the University of Louisville Cardinals.
Yum! Brands, Inc. Chairman, President and CEO David Novak said he is thrilled to make yet another big splash in the college sports market.
""We could hardly be more excited at this opportunity,"" Novak said. ""I mean, ask any college student and they'll tell you what the best place on their campus is. Nine out of 10 times I guarantee you they will say Taco Bell or perhaps even KFC. Now students at the University of Wisconsin have a chance to cheer on their beloved Badgers while constantly engulfed in the smells of Crunch Wrap Supremes and Double Downs.""
The deal, which becomes official April 11, will mark just the second Big Ten football stadium to hold a corporate naming rights deal. The University of Minnesota's TCF Bank Stadium opened in 2009.
""Look, UW students love getting their Taco Bell late at night. And the only thing students here love getting late more, is to their seats for football games,"" Alvarez said. ""The deal just made a tremendous amount of sense. I believe current students and alumni alike will take pride for many years to come in KFC/Taco Bell —Oh, wait, is it after 9 p.m.?—Well, in that case, Taco Bell Stadium.""
Sources close to the UW Athletic Department say a deal may also be in the works to sell the naming rights to the UW Field House. Rumors pin State Street's famed Pipefitter and food cart vendor Jamerica as front runners.
