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Hanesbrands, Disney announce 10-year deal


WINSTON-SALEM, N.C. Hanesbrands and The Walt Disney Company today announced a 10-year strategic alliance that includes product co-branding, attraction sponsorships and other brand visibility and signage at Walt Disney Parks and Resorts properties.

Under the alliance, Hanesbrands' Hanes and Champion brands will have sponsorship rights to popular Disney attractions. According to Hanesbrands ceo Richard Noll, Hanes will be the presenting sponsor of the Rock n Roller Coaster Starring Aerosmith. Hanes will also have a customizable apparel venue in Downtown Disney at Walt Disney World Resort that will enable guests to design and personalize their own custom T-shirts and other items. Champion will gain the naming rights for the stadium at Disneys Wide World of Sports Complex, the nations premier amateur sports venue. The alliance also includes in-store promotional and brand building opportunities at ESPN Zone restaurants and stores located in Anaheim, Atlanta, Baltimore, Chicago, Denver, Las Vegas, New York City and Washington, D.C.

This alliance is a key component of our marketing programs to drive long-term growth and is part of our aggressive approach to building and investing behind our Hanes and Champion brands, said Noll. Our alliance with Walt Disney Parks & Resorts, truly one of the worlds greatest brands, is a perfect fit to maximize the brand strength and equity of both organizations. In addition to becoming key parts of the consumer experience at Walt Disney Parks and Resorts properties worldwide, Hanes and Champion will execute consumer marketing and promotional outreach in the retail apparel marketplace. 

The partnership gives Hanesbrands apparel lines category exclusivity for select apparel at Disneyland Resort in Anaheim, Calif., Walt Disney World Resort and Disneys Wide World of Sports Complex Stadium, both in Lake Buena Vista, Fla., and all eight ESPN Zone stores across the country. Much of the apparel will be co-labeled, including Disneyland Resort by Hanes, Walt Disney World by Hanes, Disneys Wide World of Sports Complex by Champion and ESPN Zone by Champion. Basic apparel, under the terms of the agreement, is defined as T-shirts and tanks and fleece sweatshirts, sweatpants, hoodies and other family fleece, including infant and toddler items.

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