CoolToday signs 20-year naming rights deal
The new Spring Training home of the Atlanta Braves has its name, the Braves announced this week: CoolToday Park.
On Dec. 4, the Atlanta Braves released information about a partnership with CoolToday for the naming rights of their new Spring Training ballpark, slated to host its first game on Sunday, March 24, with the Braves taking on the Tampa Bay Rays at 4:05 p.m.
“Financial terms of the agreement were not disclosed,” a news release notes.
“As part of our commitment to maintain a lifelong relationship with our community, this partnership with the Braves organization, City of North Port, and Sarasota County will cement our presence and strategy for southern Sarasota County,” said Jaime DiDomenico, president and owner of CoolToday, in the release. “The Braves have a proven track record of building strong ties to the community they operate in, and we look forward to enhancing those ties going forward. I’m very excited about what the future holds,” he added in the release.
The 20-year agreement includes scoreboard and dugout signage for CoolToday, as well as exterior signage and promotional opportunities for additional events held at the facility, the release explains.
“This is a new chapter in Braves history and one that strengthens Florida as our home away from home,” said Mike Plant, president and CEO of Braves Development Co., in the release.
The state of Florida has been the home of Braves Spring Training for 96 of the past 103 seasons, the release points out. The team is tied with the Cardinals, the Phillies and the Tigers for the longest consecutive run of Spring Training in Florida —dating back to 1946, the release says.
CoolToday Park is being developed by the Braves in partnership with Sarasota County, the City of North Port and West Villages/Mattamy Homes, the release notes. The groundbreaking for the facility was held on Oct. 16, 2017. To ensure adequate time for the project to be completed, the Braves, in consultation with Sarasota County staff, decided to hold their first full Spring Training season at the new complex in 2020.