Sources said that New Era was paying around $4M annually for the naming rightsGETTY IMAGES
New Era has asked the Bills to “release it from its naming rights agreement, which means the stadium will no longer be called New Era Field,” according to a front-page piece by Tim O'Shei of the BUFFALO NEWS. The deal, signed in '16, “was to run through 2022.” The exact date of the change and new name for the venue are "still to be determined." The pandemic-related economic downturn “has significantly impacted New Era's business.” However, sources said that Pegula Sports & Entertainment “has been working with the company for ‘well over a year’ to restructure the deal.” Both sides have “agreed to negotiate an early end to the arrangement.” Sources said that the deal cost New Era “an average of $4 million annually.” The end of the agreement “accentuates the difficulties” New Era has faced over the last two years. That is taking into account the recent “shutdown of sports that are so vital to its business” (BUFFALO NEWS, 7/16).
STATUS OF NEW TALKS UNKNOWN: In Rochester, Sal Maiorana noted it is unknown whether the Bills “have been negotiating with other companies while the details of the New Era breakup were being worked out.” It could be difficult for the Bills to sign a new partner “in a season when it is expected that no fans will be allowed into the stadium for games due to the pandemic.” Maiorana: “Not having 70,000 fans in attendance wouldn’t exactly be a great marketing tool for a company” (ROCHESTER DEMOCRAT & CHRONICLE, 7/15).
SUGGESTION FOR NEW NAME: Erie County Exec Mark Poloncarz wants the Bills to name their home Veterans Stadium in order to “honor veterans such as former owner Ralph Wilson and former Bills player Bob Kalsu, who was killed in Vietnam.” However, the county “does not have a say in the naming rights partner and the Bills are pursuing other corporate partners in order to supplement revenue” (BUFFALO NEWS, 7/15).
