Sponsorship & Marketing

Nissan agrees long-term deal to sponsor new Titans stadium

Featured image credit: Tennessee Titans

The Tennessee Titans NFL team has agreed a 20-year deal with Nissan North America for the automotive company to take on naming rights to the franchise’s new stadium.

The new Nissan Stadium, which will have a capacity of 60,000, is slated for completion in 2027. The facility will be built on the east side of the current Nissan Stadium, which the company has held naming rights to since 2015.

As well as hosting Titans games, the new stadium will stage Tennessee State University football games, concerts, large-scale events and other community events. Financial terms of Nissan’s deal were not disclosed.

The partnership will feature dedicated areas in the new stadium for brand experiences and displays, innovative technology integration, and involvement in Titans broadcast platforms. Nissan will also support a to-be-determined programme in the Titans ONE Community philanthropic platform.

Burke Nihill, Titans president and chief executive, said: “This partnership is a natural extension of our already longstanding friendship with Nissan. Our mission at the Titans is to win, serve, and entertain.

“We pride ourselves on collaborating with organisations who love this city and state as much as we do, and for the past 40 years, Nissan has invested more than $10.5bn (£8.4bn/€9.6bn) statewide, serving as a great example of an outstanding corporate steward and community advocate. We look forward to the continued positive impact of this relationship for the Titans organisation and the City of Nashville.”

Jérémie Papin, chairperson of Nissan Americas, added: “Nissan Stadium is a centrepiece of the Nashville skyline and has become a household name in Middle Tennessee. It is important for Nissan to keep our name on the new stadium.

“As more people come to Nashville both to visit and to live in this wonderful city, Nissan Stadium is a true showcase for our brand and for the career opportunities we’ve offered here for more than four decades. This partnership sends a strong message about the bright future for Nissan, the Titans, Nashville and the State of Tennessee.”

The new Nissan Stadium will be built along Nashville’s East Bank and will include a circular translucent roof, exterior porches with panoramic views of Nashville, improved sightlines for spectators, and a 12,000-square-foot community space.

In August, the Titans announced the appointment of Tennessee Builders Alliance (TBA), a consortium of local and national firms, to manage the construction of the $2.1bn stadium, which has been designed by Manica Architecture.

TBA comprises construction industry firms including Nashville-based ICF Builders, Brentwood-based Polk & Associates, Turner Construction Company and AECOM Hunt.

Metro Nashville Council issued the final approval for the stadium venture in April. The plan was passed by a vote of 26-12, coming three weeks after the Metro Nashville Sports Authority, the owner and landlord of both the Titans’ current Nissan Stadium and new venue, unanimously approved the agreement.

Fellow NFL team the Buffalo Bills is also planning on building a new stadium. In June, the team announced that healthcare company Highmark, which holds naming rights to the Bills’ current home, would extend its sponsorship to the new venue.