Today the sports and entertainment complex in East Rutherford, N.J., home to the New York Jets and New York Giants and known as New Meadowlands Stadium, has a brand new name.
MetLife announced the signing of a 25-year agreement with the NFL’s Jets and Giants to name the venue MetLife Stadium. MetLife and the teams also announced an event at which players from both teams will celebrate with fans in Manhattan’s Bryant Park.
“With our status as one of the world's leading life insurers, we wanted to partner with a world-class venue that would extend the reach of our brand to levels unmatched in the industry,” said Steven A. Kandarian, president and chief executive officer of MetLife. “I'm confident that this partnership will strengthen our brand and help drive value for shareholders.”
MetLife Stadium is one of the highest-profile stadiums in the country with more than 2 million fans attending events every year, and it will host Super Bowl XLVIII in February 2014. As home to the Jets and Giants, it is the only stadium that houses two NFL teams, both of which are ranked among the top five most valuable franchises in the league and have substantial national fan bases.
“Today’s announcement begins the next chapter of a spectacular collaboration with MetLife,” said Woody Johnson, chairman and chief executive officer of the New York Jets. “MetLife’s increased presence at the stadium will greatly enrich the gameday experiences for all visitors, and with a full roster of activities and events, the inaugural season at MetLife Stadium will be unlike any other.”
“Today we bring together three iconic New York institutions — the Giants, the Jets and MetLife,” said John Mara, president and chief executive officer of the New York Giants. “MetLife was one of the stadium’s early supporters, having signed on as the first cornerstone sponsor. We are thrilled to expand the relationship and look forward to kicking off the first of many exciting seasons at MetLife Stadium.”
“In the coming days and all throughout the seasons ahead, MetLife’s influence in the home of the Giants and Jets will be impossible to overlook,” said Steve Tisch, chairman and executive vice president of the Giants. “We are pleased to partner with such a well-respected company and be closely associated with the signature MetLife assets.”
The MetLife Stadium agreement makes MetLife the official insurance company of the Jets, the Giants and the stadium complex, and includes high-profile interior and exterior branding on the venue. Specific elements of the agreement include: naming rights to the stadium, 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,” said Beth Hirschhorn, chief marketing officer of MetLife.
As the first “cornerstone” sponsor in 2010, MetLife provided hundreds of fans with one-of-a-kind on-site experiences. Unique to the home of the Giants and Jets, the cornerstone sponsor concept provides four corporations their own branded zones, each of which serves as a main entrance to the stadium, adds color and excitement to the building architecture, and offers integrated fan activities tailored for each organization.
Time to Celebrate!
On Friday, Aug. 26, Jets and Giants players will rush Manhattan’s Bryant Park in an unprecedented event bringing both teams together to celebrate MetLife Stadium with fans of all ages. The event will be filled with surprises, game ticket giveaways and lots of fan interaction opportunities. The event begins at 1 p.m. EDT and will feature numerous Jets and Giants players, notably Jets head coach Rex Ryan with
MetLife plans to expand upon its fan-focused sponsorship approach. The company provided hundreds of fans with one-of-a-kind opportunities in 2010, and as the stadium sponsor plans to do even more this year with unique experiences, including tickets to big games, the opportunity to play on MetLife Stadium turf, face-to-face meetings with star players, field passes, trips to away games, signed memorabilia and much more. These events and prizes are only a small part of the big plans MetLife has for fans at the new MetLife Stadium.
MetLife, Inc. is a leading global provider of insurance, annuities and employee benefit programs, serving 90 million customers in over 60 countries. Through its subsidiaries and affiliates, MetLife holds leading market positions in the United States, Japan, Latin America, Asia Pacific, Europe and the Middle East. For more information, visit www.metlife.com.