• The Wall Street Journal (subscription only), Friday, December 8, 2006 11:31 AM

Russell Athletic, a maker of sports apparel, has been negotiating a marketing pact with the St. Louis Rams that included the right for its name to join that of investment-firm Edward Jones adorning the stadium. The facility would have been renamed Edward Jones Dome at Russell Athletic Field.

Shortly before the deal could be finalized, however, the two sides backed off the idea. The team will rechristen the stadium with both names only for this Monday's game against the Chicago Bears, which will be broadcast nationally on ESPN.

Instead, Russell will get long-term naming rights for the Rams' practice facility and media-center complex in nearby Earth City, Mo. The company will also clothe Rams coach Scott Linehan during off-field appearances, place its logo on cheerleaders' uniforms and game tickets, create branded "Fan Zones" in the stadium to tout its products and develop promotions with national retailers to expand its reach outside St. Louis.

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