MetLife has acquired the naming rights for the New Meadowlands, an East Rutherford, N.J., sports and entertainment complex. The venue will now be known as MetLife Stadium.
The stadium is home to both the New York Giants and the New York Jets — the only stadium that houses two NFL teams — and draws more than two million fans every year. It’s slated to host Super Bowl XLVIII in 2014.
The 25-year naming rights agreement makes MetLife the official insurance company of the Jets, the Giants and the stadium complex. Besides naming rights, it also includes high-profile interior and exterior branding on the venue, such as 120,000 square-feet of branded space at the main west entrance; four illuminated signs on the exterior of the building; four inner-bowl signs; and TV, radio, print and online media opportunities.
“Hundreds of millions of people will experience events at MetLife Stadium either in person or via broadcasts from the venue,” says Beth Hirschhorn, chief marketing officer of MetLife. “MetLife Stadium now joins the portfolio of powerful and iconic marketing assets the company has cultivated over the years, including the MetLife blimps and the company’s association with the Peanuts characters.”