Hawai’i Tourism Authority Seeks Deal with Los Angeles Rams

The Hawai’i Tourism Authority is proposing for board approval a two-year, $1.5 million partnership with the Los Angeles Rams which it says would provide “extensive brand exposure, community engagement, and economic benefits.”

The proposal would make Hawai’i the “Official Island Getaway of the LA Rams” and allow the Hawai’i Tourism Authority to use Rams branding and trademarks for marketing campaigns.

As part of the proposed agreement, the Rams would hold an organized team activities in Maui with two public practices and a community day. The NFL team would also organize a football camp, girls’ flag football clinic, and locker room refurbishment for a Maui high school.

The two organizations have worked together in the past. A partnership announced in late 2018 saw the Rams play a 2019 preseason game at Aloha Stadium in Honolulu against the Dallas Cowboys. The Rams had T-shirts in support of Maui and all the proceeds went toward relief efforts after the Lahaina wildfire.

The HTA proposal said there would be a $1.5 million annual investment with three percent annual escalator. There would be incremental billing for Rams playoff games, based on participation, capped at $360,000 annually.