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Get Your Peanuts, Popcorn, X-rays Right Here!

March 3, 2014
Written by: , Filed in: Breast Imaging, Practice Management
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Yes, Radiology Associates Imaging has bought naming rights to a Florida minor-league baseball field. But it will not be adding a scanning clinic next to the concessions stands.

However, it is true that the imaging chain will sponsor Breast Cancer Awareness Wednesdays at the ballpark.

Radiology Associates and the Daytona Cubs announced the deal last month. For at least the next five years, the team’s Daytona Beach home will be known as Radiology Associates Field at Jackie Robinson Ballpark.

The company operates five imaging clinics in Daytona Beach, St. Augustine, Palm Coast, and Port Orange along Florida’s northern Atlantic coast. The team is the Class A minor-league affiliate of the Chicago Cubs. The Daytona Cubs play in the Florida State League, three steps below the major leagues.

Neither Radiology Associates nor the team disclosed financial terms. Al Falco, chief executive officer at Radiology Associates, said the company had a long relationship with the Daytona Cubs:

This endeavor allows Radiology Associates Imaging to formally connect our name to a culturally historic stadium and continue to support the preservation of a family-friendly venue.

Falco was quoted in a team news release.

The naming rights cover only the field of play. The stadium itself will continue to carry the name of Jackie Robinson, the African-American athlete who broke Major League Baseball’s “color barrier” in 1947. Daytona Beach was the first Florida city to allow an integrated professional baseball game; Robinson played in an exhibition game there in 1946.

The stadium, originally called Daytona City Island Ballpark, was renamed for Robinson in 1989. It was built in 1914 and has been renovated many times since then, most recently this past offseason.

Radiology Associates employs 22 radiologists and serves more than 180,000 patients a year, according to the news release.

“This new partnership serves as a tremendous source of civic pride to our more than 250 physicians and employees, who provide first-class medical imaging services,” Falco said. “Radiology Associates Imaging has been a contributing member of our community for over 50 years, and this agreement reinforces that status.”

The first official game on the newly named field will be the Daytona Cubs’s home opener against the Brevard County Manatees, a Milwaukee Brewers affiliate, on April 7.

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The diary of the man known as the Radium Hound provides a glimpse into the wild early days of radiation therapy—and quackery. For details, see our Facebook page.

Related CME seminar (up to 24 AMA PRA Category 1 credits™): Chicago International Breast Course and The Society for the Advancement of Women’s Imaging


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