ORCHARD PARK — The Buffalo Bills officially announced this morning that Ralph Wilson Stadium will be rebranded as New Era Field — at least for the next seven years.
Possibly one of the worst kept corporate secrets in recent years, the new name has been bandied about by local media for days following the announcement on Saturday at the Bills and New Era Cap Company had reached an agreement on a new name and would hold a press conference to make the announcement. The Bills, however, pre-empted their own 11 a.m. press conference with a post on BuffaloBills.com.
“To have the New Era name associated with the Buffalo Bills organization is an honor. Our brands not only share a hometown, but we share a long history in the world of sports,” said Chris Koch, President & CEO, New Era. “The energy and spirit the Pegulas have infused into the community is incredible. We’re thrilled to kick off another chapter in Bills history and make a statement to the world about what this city, this team and the game of football mean to our brand.”
“It was important to the Bills organization that a stadium naming rights agreement made sense. In joining New Era today for this landmark announcement, we have a partner that makes sense on so many levels,” said Terry Pegula, Owner/CEO, Buffalo Bills. “New Era is a company recognized 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 organization and the opportunities associated with the NFL brand, we feel that this agreement showcases two of the more recognized local brands not only for the benefit of our two franchises, but one that reflects well on our entire community.”
“I love Buffalo and with all of the resurgence that it’s enjoying right now it’s fitting that the new naming rights agreement is with New Era. Naturally, there’s an element of sadness for me personally that I hope fans would understand. But I’m excited for the Bills organization and for New Era with their successes and it’s so great that a local company of this magnitude will be on this stadium,” said Mary Wilson, wife of the late Ralph Wilson, Jr., founder and original owner of the Buffalo Bills. “Ralph’s legacy will remain intact forever with what he established with the Bills and the league. He accomplished so much during his lifetime in and away from the game of football and continues to have a positive effect on people’s lives through his foundation. Founder’s Plaza has become the fitting tribute to Ralph that we had hoped. I want to thank Terry and Kim and the entire Pegula family for being so thoughtful and embracing of Ralph’s legacy, including the statue of Ralph that so many fans have had the opportunity to enjoy. I understand that it’s become quite the photo op for fans and Ralph would have loved that.”
Under the seven-year deal, New Era and the Buffalo Bills will work together to deliver interactive game day activations – including numerous digital and social media promotions – in and around the New Era Field campus. At this year’s home opener against the New York Jets on Thursday, September 15th, fans can expect to see the launch of an exclusive cap collection, which will be available only at the stadium.
Fans can expect to see the signage transformation to New Era Field to be completed over the next 12 months. New Era and the Buffalo Bills have been partners for over 15 years. This naming rights deal expands upon the previous sponsorship agreement.
“The new stadium naming rights agreement between the Bills and New Era demonstrates the potential for real growth in Western New York under the ownership of Terry and Kim Pegula,” said NFL Commissioner Roger Goodell. “New Era is a valued NFL business partner and one of the world’s most visible lifestyle brands. This agreement will give tremendous exposure to the Bills, New Era, and all of Western New York, and it will generate exciting new activities at New Era Field to enhance the fan experience on game day.”
Upon the expiration of the stadium lease in 2023, New Era will have the right of first negotiation with the Buffalo Bills for any naming rights held by the club.
“Because Erie County is the owner of the stadium complex, it is very important that the name of the facility represent the best our community can offer,” said Erie County Executive Mark C. Poloncarz. “This agreement between two of Buffalo’s most globally visible brands – New Era and the Buffalo Bills – is an example of two local brands coming together to strengthen their commitment to each other and our community. New Era Field and our region will receive great exposure through the tremendous visibility provided by the National Football League and the Bills. There is a new energy and new vitality within the business climate in Erie County and in Western New York. This deal is another example that Buffalo’s economy is continuing to grow and our home-based companies are competing on a global stage.”
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