The New Era Cap Company has been confirmed as the naming rights partner of NFL American football franchise the Buffalo Bills’ home stadium.
The venue, formerly known as Ralph Wilson Stadium after the team’s founding owner, will be renamed New Era Field.
The seven-year deal will cover the remainder of the team’s lease of the stadium, which had been one of eight in the NFL without a naming rights partner. After the team’s lease expires in 2023, New Era will have the right of first negotiation with the Bills for any fresh deal.
New Era’s branding will be integrated on to the stadium’s exterior over the next 12 months.
“It was important to the Bills organisation that a stadium naming rights agreement made sense,” Bills owner and chief executive Terry Pegula said. “In joining New Era today for this landmark announcement, we have a partner that makes sense on so many levels.
“New Era is a company recognised for its integrity and quality on a global platform, while at the same time, representing the very fabric of Western New York. In partnering with our organisation and the opportunities associated with the NFL brand, we feel that this agreement showcases two of the more recognised local brands not only for the benefit of our two franchises, but one that reflects well on our entire community.”
New Era is the official on-field cap of the NFL and the Bills. Under the new deal, the two parties will collaborate on a number of digital and social media promotions in and around the stadium.
The stadium was named after Wilson in 1998. Wilson died in 2014 and the team was later sold to the Pegula family.
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