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Nashville’s NFL Team, the Titans, Signs 20-Year Naming Rights Deal for New Stadium with Nissan

Nashville’s new Tennessee Titans NFL stadium

A new animated rendering of Nashville’s NFL stadium under construction from the Tennessee Titans.

Nashville’s NFL stadium may be marked for demolition. But Nissan Stadium is here to stay.

The Tennessee Titans have signed an exclusive, 20-year naming-rights deal for Nashville’s new, under-construction NFL stadium with Franklin-based Nissan North America.

When it opens in February 2027, the new Nissan Stadium will continue to bear the automaker’s signage on one of Music City’s most prominent skyline branding opportunities.

The arena, called Nissan Stadium since 2015, will remain as Nissan Stadium until 2047.

“This partnership is a natural extension of our already longstanding friendship with Nissan,” said Titans President and CEO Burke Nihill. “We pride ourselves on collaborating with organizations who love this city and state as much as we do, and for the past 40 years, Nissan has invested more than $10.5 billion statewide, serving as a great example of an outstanding corporate steward and community advocate.”

The Titans did not reveal the price Nissan agreed to pay for the rights. Sports marketing expert Darrin C. Duber-Smith, a senior lecturer at Metropolitan State University in Denver, said stadium-name pricing is shrouded in secrecy and difficult to ascertain.

“Naming rights are really a very high profile, high dollar sponsorship,” Duber-Smith said. “It’s a major relationship. Most marriages last only seven years and these deals last 20 years. There’s no going rate and brands are not transparent about the process.”

Stadium preview: Titans House, an immersive preview of Nashville’s new Nissan Stadium, to open in 2024

Sponsors not only pay for the right to put their name on landmark buildings; they also must market the partnership to get returns on it.

“There are not a whole lot of really big companies that can afford it. The (Denver) Broncos had several years without a naming rights sponsor at all,” Duber-Smith said of the NFL franchise. “If your sponsorship deal is $10 million a year, you pay $23 million with leveraging to let people know you’re the sponsor. That’s a lot of money.”

‘Centerpiece of the Nashville skyline’

The existing stadium was originally named Adelphia Coliseum in 1999, and became LP Field from 2006 to 2015 for Louisiana-Pacific Corp.

Nissan was the first major auto manufacturer to put down roots in the Volunteer State with its headquarters relocation from California in 2005. Now, Tennessee is a leader in the auto industry with four major assembly plants from Nissan, General Motors, Ford and Volkswagen.

Nissan Americas Chairperson Jérémie Papin said the deal reflects a continuing strong partnership between Nissan, the Titans, Nashville and Tennessee.

“Nissan Stadium is a centerpiece of the Nashville skyline and has become a household name in Middle Tennessee. It is important for Nissan to keep our name on the new stadium,” Papin said. “As more people come to Nashville both to visit and to live in this wonderful city, Nissan Stadium is true showcase for our brand and for the career opportunities we’ve offered here for more than four decades.”

The stadium is designed to attract a broader range of large events. It will also host Tennessee State University football games, major concerts and events like WrestleMania and college sports tournaments.

Amenities include a transparent domed roof, panoramic views of the cities, porches, a community events center and a range of seating options.

In addition to its headquarters, Nissan has vehicle and powertrain manufacturing facilities in Smyrna and Decherd and employs 11,000 Tennesseans.

“Nissan has been a strong partner to middle Tennessee for four decades, and I’m thrilled that the Titans have united with a partner that invests in our community and its people,” said Nashville Mayor Freddie O’Connell. “The familiarity and trust they’ve established with the Titans in the last eight years will undoubtedly be a great asset as we plan for the stadium’s opening in 2027.”

The partnership will include brand displays throughout the venue and participation in Titans broadcast platforms, as well as combined philanthropic efforts.

“The new stadium will host the world’s largest events, as well as serve as a community hub for our local neighbors,” Titans Chief Revenue Officer Adam Nuse said. “We’re excited to have a partner like Nissan embark on this journey with us as we look towards the future.”

A waitlist for those interested in purchasing PSLs or suites is now open at NewNissanStadium.com.

2023-11-17 16:02:56
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