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Rams, Edward Jones Sign Dome Naming Rights Extension

Brian Kelly
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ST. LOUIS (KMOX)-We still don’t know if the Rams have a long-term future in St. Louis, but the building they’re playing in for now will have the same name until at least 2025.

Edward Jones and the Rams have signed an 11-year, $42.3 mlllion naming rights agreement extension for the dome.  The original agreement, signed in 2002, was to expire in 2014, which is the last season the Rams are obligated to play in the dome under the current lease, unless the facility is upgraded to a ‘top tier’ NFL facility.

Edward Jones Principal Chief Marketing Officer Brad Iversen tells KMOX the extension is based on the success of the relationship between his company and the team, “The reason that we did it was to help with name recognition for Edward Jones. So, as we’ve been expanding nationally it has helped gain name recognition for Edward Jones, which has helped our financial advisors who are serving more clients to help them know who we are. Within St. Louis, it has worked well with our associates. It has shown our committment to the city and we feel that has worked well.”

When asked if the deal is an indication the Rams are planning to stay in St. Louis, Iversen says, “We’re excited about the relationship and we’re like everybody else and want the Rams to stay here and feel really comfortable and confident with the relationship that we have.

“I think it’s a good sign for Edward Jones, St. Louis and the Rams, but obviously I can’t comment specifically because that’s the agreement that’s between the CVC (Convention and Visitors Commission) and the St. Louis Rams.”

The Rams have rejected the CVC’s original proposal to bring the dome up to standards called for in the team’s lease, and have until May 1 to give their counter-offer. If there’s no agreement the proposals will go to an arbitrator. If there is no deal, the team will be free to leave St. Louis after the 2014 season.

If the Rams do leave town, the naming rights deal is null and void.

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