Hanesbrands Inc. signed a wide-ranging marketing deal with Walt Disney
Co. that includes product co-branding, attraction sponsorships and
signage at Disney parks and resorts. Under the 10-year deal, all basic
apparel sold by Disney at its parks and resorts, and at Disney ESPN
Zone restaurants, will come from its Hanes and
Champion brands.
The deal is estimated to be worth “tens of millions of dollars,” and is
the largest marketing alliance for the T-shirt, bra and underwear
maker, Hanesbrands officials told the Associated Press. A public
announcement is scheduled for Wednesday.
“I cannot think of a better partner with Hanes than Disney,” said Kevin
Hall, the chief marketing officer at Winston-Salem-based Hanesbrands.
“Hanes, like Disney, connects with America. It's a brand for all ages
and all genders. It's a family brand.”
The agreement covers T-shirts and tanks and
fleece sweat shirts, sweat pants, hoodies and other garments, including
infant and toddler items. The deal also allows Hanesbrands to co-label
much of the clothing, as in ” Disneyland Resort by Hanes.”
Hanes also will become the sponsor of the Rock 'n' Roller Coaster
starring Aerosmith, one of the main attractions at the Disney-MGM
Studios park in Florida. Champion will also have naming rights for the
stadium at Disney's Wide World of Sports Complex in Florida, and the
deal includes promotions at the ESPN Zone restaurants throughout the
country.
