CenturyLink Field, the home of NFL American football team Seattle Seahawks and Major League Soccer (MLS) franchise Seattle Sounders, has been rebranded as Lumen Field.
The change was announced yesterday (Thursday) and was approved by Washington State Public Stadium Authority, the Washington State public corporation owner of the stadium, ahead of the Seahawks’ 28-21 Thursday Night Football win over the Arizona Cardinals.
The switch has come about after communications and IT services company CenturyLink rebranded to Lumen Technologies back in September. Originally known as Seahawks Stadium when it opened in 2002, the current naming rights agreement began in 2004 as the stadium was named Qwest Field. It was renamed CenturyLink Field in 2011 following CenturyLink’s acquisition of Qwest Communications.
In 2017, a new agreement extended the naming rights through the 2033 season. The rebrand to Lumen Field is covered under the existing naming rights agreement, reported to be worth $162.7m (£122.5m/€137.2m) over a 15-year term, and includes the stadium’s multi-purpose event centre, which will now be known as the Lumen Field Event Center.
“Lumen Field represents more than just a name change; it represents our growing partnership with the Seattle Seahawks and our shared vision of using data and technology to further human progress and produce winning outcomes on and off the field,” said Shaun Andrews, chief marketing officer at Lumen.
“Lumen Field is a symbol of Seattle’s passionate fans, and we are proud to be associated with this iconic venue. Lumen is dedicated to delivering amazing experiences for our clients, and we are committed to the success and support of the Seattle community.”
In-stadium signage replacement is currently in the early stages, with a goal for all new internal and external branding to be completed in the coming months and before the start of the 2021 Seahawks season.
In August, the Seahawks teamed up with hospitality company Levy to enhance operations at Lumen Field amid COVID-19. Levy joined forces with the Seahawks’ in-house food and beverage company, First & Goal Hospitality (FGH), to manage operations at all facilities at CenturyLink Field.
In February, Lumen Field announced plans to transition to a cashless model for sales transactions at the venue.