It's Heinz Field for the new 65,000-seat stadium of the Pittsburgh Steelers and Pittsburgh Panthers under an exclusive 20-year agreement. Heinz is investing about $2.85 million a year for the naming rights, stadium signage and a variety of marketing, advertising and merchandising. This marks the first time a food company has entered the naming rights game for a National Football League stadium.
"This is a touchdown for Heinz," said Heinz Chairman, President/CEO William R. Johnson. "It gives us an exclusive marketing platform to promote the Heinz name and Heinz products to millions of football fans, families and consumers in North America and around the world. We see powerful value in the blitz of football advertising and marketing opportunities, especially when the Steelers play games that are televised nationally and internationally."
In a telephone survey conducted last week, Heinz came out on top as the preferred corporate name for the new facility.
The horseshoe-shaped stadium is gearing up for its inaugural season this fall. Designed by HOK Sports Facilities Group, construction began in June 1999.