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Volume 25 No. 174
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Lincoln Financial Extends Eagles' Naming Rights Through '32

Lincoln Financial Group has extended its naming rights at the Eagles’ home stadium through ‘32. The 14-year renewal averages a bit over $12M a year for a $170M total. The original 20-year deal was set to expire at the end of ‘22. The renewed deal matches the Eagles’ lease with the city of Philadelphia for the stadium. Eagles VP/Corporate Partnerships Brian Napoli said, "We’re happy to continue with a longtime partner and help to upgrade their assets and activation accordingly.’’ He added the team had been working on the renewal for more than 18 months. The financial services firm has held naming rights there since ’02; Lincoln Financial Field opened in ‘03. The deal was originally done so that Lincoln Financial could build awareness and establish a local corporate identity after the company moved to Philadelphia in ‘99.

GAINING A LARGER PRESENCE: Establishing more of a national identity for Lincoln Financial in the crowded financial services category was seen as imperative as part of the new deal. Consequently, the Eagles are adding a number of new branding elements to take advantage of the NFL’s national stature. Under the new deal, there will be a reconfiguration of the largest signage on the façade of the stadium to make it more evident. There will be backlit, channel-cut, rooftop signage inside the stadium, with Lincoln Financial signage between the 20-yard lines. Also being added are new light pole banners, new large scrims on the side of the stadium and parking placards all carrying Lincoln Financial’s brand.

PERKS FOR THE COMPANY: Lincoln Financial will add a second luxury suite as part of the deal. A new 10-person “Lincoln Lounge” hospitality area is being built within the home team tunnel, in which guests can see the Eagles enter and exit the field. Looking to tie in employees to the deal, the stadium will host a large open house annually for the company. There will also be three annual community events/activities sponsored by Lincoln Financial. The company will continue to support financially based content plays and social media. GMR assisted Lincoln Financial on the deal. Navigate helped the Eagles with evaluations of the stadium and the new marketing inventory.

Lincoln Financial's original 20-year lease was set to expire in '22
Photo: getty images