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Edward Jones takes a tip from Raymond JamesBy HELEN HUNTLEY, Times Staff Writer
© St. Petersburg Times The well-publicized stadium-naming jinx didn't stop Edward Jones from sticking its name on the St. Louis Rams' home playing field. The St. Louis brokerage company bought the naming rights to what was known as the Trans World Dome, until Trans World Airlines filed for bankruptcy. The experience of Raymond James Financial Inc. of St. Petersburg helped sell Jones on the deal. Raymond James chairman Thomas A. James said he spoke with two top Jones executives about the benefits of having the Raymond James name on the Tampa Bay Buccaneers' stadium. James said the exposure has been a big boost for Raymond James with prospective customers and employees. "It will be very good for them," he predicted of his St. Louis counterparts. "They have the same problem we do. They have a national presence but not a national identity." Edward Jones has more than 8,000 offices across the United States, Canada and the United Kingdom, including 262 in Florida. The company is paying the Rams $2.65-million a year for the first 12 years, with an option for an additional 11 years at $3.2-million a year. That compares with the $35-million that Raymond James is paying over 13 years. As for the jinx, James said Edward Jones doesn't have to worry about going the way of Enron, PSINet, 3Com or Compaq Computer, all of which fell on hard times after putting their names on sporting arenas. "Edward Jones has a high probability of success," he said.
 © 2006 • All Rights Reserved • St. Petersburg Times
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From the Times Business report
From the AP
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