Can Jimmy Buffett Save the Miami Dolphins?

Here’s a strange marriage of sports and entertainment branding: The NFL’s Maimi Dolphins and legendary singer Jimmy Buffett have
reached a deal that will re-name the team’s home field LandShark Stadium.

Not only that, when the deal was announced Friday, Buffett also unveiled a new version of his song “Fins” that will serve as the team’s new theme song.

Wait, what?

You’ve got to shake your head: Here’s a smashmouth football team that’s going to appeal to laid-back Parrot Heads. But it could be a genius move for both parties involved.

On the surface, it’s a naming rights deal with Jimmy Buffett’s Margaritaville and Anheuser-Busch InBev’s joint brewing project, LandShark Lager. It’s something that should give the beer a lot of exposure, with Super Bowl XLIV and the 2010 Pro Bowl being played there. Not to mention the Orange Bowl and whatever other minor NCAA bowl game plays there.

But here’s the catch: The sponsorship deal is reportedly for eight months and the name will revert to Dolphin Stadium in time for the big games. And it’s possible it could be replaced by another sponsor name if a deal can be secured before that time.

Wait, what?

OK, Major League Baseball’s Florida Marlins play there in front of a handful of fans. But that can give LandShark some free play on ESPN and whatnot. And there’s still the University of Miami and Dolphins games.

But eight months? Are short-term deals going to drive future naming rights deals?

The Dolphins say this is all about creating an entertainment value for the fans. And despite making the playoffs in 2008, the team’s attendance dropped 9.3%.

The NFL is an event. It begins with tailgating, follows with the game, and ends with horrible traffic on the ride home (if you’re a New York Giants ticket holder). But if the Dolphins can bring more fans to the game by tying in the Jimmy Buffett experience, God bless.

Or maybe dropping ticket prices could have worked.