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Let's play name that amphitheater

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By LAURA KINSLER

lkinsler@tampatrib.com

Published: April 30, 2009

Updated: 04/30/2009 12:11 am

TAMPA - Concertgoers will have to get used to calling the Ford Amphitheatre by another name.

The automaker will not renew its naming rights contract for the 20,000-seat concert facility at the Florida State Fairgrounds when it expires May 9.

Southern Ford Dealers, a cooperative of 101 car dealers, bought the naming rights when the amphitheater opened in 2004 for $3.875 million. The Florida State Fair Authority received a 20 percent cut, or $155,000, each of the past four years.

Wilson Rogers, spokesman for Live Nation, the concert promotions company that owns the amphitheater, said negotiations are under way for a new sponsor. He would not disclose the names of any interested companies.

"Ford has been a great partner," Rogers said. "We understand that in this economic climate you have to eliminate overhead expenses, and naming rights are usually the first to go."

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