The home of the Pittsburgh Steelers NFL American football franchise will be renamed Acrisure Stadium after the Michigan-based insurance brokerage sealed a 15-year naming-rights deal.
The stadium had been known as Heinz Field since it opened in 2001. However, the Pittsburgh-headquartered condiments producer opted out of extending the partnership, according to a report by radio station 93.7 The Fan.
Heinz originally struck a 20-year deal worth $57m (£48m/€57m) before securing a one-year extension.
The Steelers confirmed that Acrisure’s name would be installed at the stadium ahead of the 2022 season. The value of the new agreement has not been disclosed.
“We are excited to partner with Acrisure for the naming rights to our stadium,” Steelers president Art Rooney II said.
“Acrisure provided us with an opportunity to ensure our stadium continues to be a valuable asset for our fans as well as keeping up with the market value of NFL stadiums. We are very appreciative to partner with Greg Williams and his company, and we look forward to a long, beneficial relationship for years to come.”
In January, Acrisure acquired naming rights to the under-construction Coachella Valley Arena in Palm Springs, California. Acrisure agreed a 10-year deal with Oak View Group, operator of the 11,500-seat arena which will host more than 150 major events annually and serve as the home of the Coachella Valley Firebirds American Hockey League team.
Following confirmation of the deal with the Steelers, Acrisure co-founder Greg Williams said: “The Pittsburgh Steelers are an institution in American sports and a globally recognized brand.
“Partnering with the Steelers is the opportunity of a lifetime and a tremendous honour. Through Acrisure Stadium, we will increase awareness of the extraordinary advantage Acrisure brings our clients while conveying our strong sense of community.
“Relatedly, we are eager to invest in the Pittsburgh community and broader region as we chart our course to an unforgettable first season. This relationship truly embodies and aligns two organisations that have high standards and are determined to achieve great things.”