Tennessee Titans to rebrand LP Field as Nissan Stadium

The Tennessee Titans have agreed to a stadium naming rights agreement with Nissan of North America, per The Tennessean’s Jim Wyatt. The deal is a 20-year partnership, with a press conference to announce the news reportedly coming some time on Thursday. Nissan’s North American headquarters in Franklin, Tennessee, some 20 miles from Nashville. The company is also one of the largest employers in the Nashville metropolitan area, with 8400 employees working at the company’s vehicle production plant in Smyrna.

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The current deal the Titans have with Louisiana-Pacific Corp (LP) was set to expire, so the team moved to find a new sponsor. With Nissan having one of the largest corporate presences in the area, it’s hard to question the motives from either party, and the team likely hopes the new branding will help steer the public opinion of the so-so stadium in a new direction for the remaining 13 years on its lease. The 20-year deal will cover the Titans well beyond when their lease on the stadium expires in 2028, ensuring sponsorship revenue for the remainder of the lease.

The team’s current deal with LP is worth $3-million annually, though the terms of the new agreement with Nissan have not yet been reported. The team plans to begin rebranding immediately, with signage work beginning in the coming days and the full process being complete before the start of the 2015 season. The team’s first regular season game at their newly-named stadium will be on September 27 against the Colts.

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