All basic apparel sold by Disney at its parks and resorts, and at the company's ESPN Zone restaurants, will now be from the Hanes and Champion lines. Under the agreement, basic apparel includes 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."
"I would think it will help the perception of the consumer," said Global Crown Capital analyst Martin Pyykkonen. "As they walk into the store they are asking themselves, 'Oh, do I buy this T-shirt and it falls apart?' Having a name brand like Hanesbrands may help."
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.