Hanesbrands takes the Mickey
North Carolina-based consumer goods company Hanesbrands Inc. has signed an agreement with The Walt Disney Co. which covers product co-branding, attraction sponsorships and signage at Disney parks and resorts. The ten-year deal is the company’s longest-running marketing deal.
All basic apparel sold at the parks and resorts, and at Disney's ESPN Zone restaurants, will now be from the Hanes and Champion lines. Items such as t-shirts, fleece sweat shirts and infant clothing will be co-labelled.
Hanes will become the sponsor of the Rock 'n' Roller Coaster starring Aerosmith in Florida, while Champion will have naming rights for the stadium at the Wide World of Sports Complex.
Hanesbrands, which was spun off from Sara Lee Corporation in 2006, has approximately 50,000 employees.
