The Buffalo Bills said they will call their stadium, “Bills Stadium” after failing to find a new naming rights partner before the start of the season. The change comes after the end of its partnership with New Era Company.
The Bills and New Era Cap announced last month that they would end their stadium naming rights relationship after the fan apparel brand asked to be released from its sponsorship deal with the Bills. In July, New Era announced plans to lay off 117 employees workers at its downtown Buffalo headquarters as a result of COVID-19.
The Buffalo Bills said in a statement, “As we continue the transition process from New Era Field to a new naming rights partner, we will officially use the name Bills Stadium for our home in Orchard Park,” the Bills announced.
New Era acquired the naming rights four years ago in a seven-year deal that was worth more than an estimated $4 million annually. Prior to this, the stadium was called Ralph Wilson Stadium after the team’s owner, who died in 2014. The team has played in the stadium in Orchard Park since 1973.
