Following the deal, Highmark has secured naming rights for the Buffalo Bills’ home stadium, which will be known as Highmark Stadium.
The arena is located in New York which has a capacity of 63,000 spectators. The Health insurance company has replaced the sportswear and headgear brand, New Era which was previously holding the naming rights of the venue.
The alliance has been brokered by Legends which was hired last April to lead project management, sales, and partnerships for the Bills’ new stadium.
Ron Raccuia, Buffalo Bills’ Executive Vice President and Chief Operating Officer, said, “We felt like that was important to the authenticity of the franchise in the community. Organizations and teams lose some of that value of the importance of a naming right partner when it changes a lot. So, it was really important for us to have that continuity”.
Founded in 1977, and currently headquartered in Pittsburgh, Pennsylvania, United States, Highmark Blue Cross Shield, also known as Highmark, is an American non-profit healthcare company and Integrated Delivery Network based in Pittsburgh, Pennsylvania, United States. It is a significant individual not-for-profit health insurer in the United States, which operates several for-profit subsidiaries.