Heinz Field is changing its name to Acrisure Stadium, but Kraft Heinz will still have a presence at the home of the Pittsburgh Steelers.
What was at the time the Heinz Co. paid $57 million (a reference to its “57 varieties”) for the naming rights to the stadium when it opened in 2001. The 20-year deal was extended for one year, but Kraft Heinz was then outbid by Acrisure, an asset-management company, for naming rights going forward.
However, the Pittsburgh Post-Gazette reports that Kraft Heinz and the team have reached a five-year deal that will allow for the company’s continued presence at the stadium. It will still sponsor the “Heinz Red Zone” from the opponent’s goal line to the 20, and possibly will bring back one of the 35-foot-tall fiberglass ketchup bottles that flanked the scoreboard. Terms of the verbal agreement were not announced.
“We’ve really enjoyed our relationship with Heinz. They’ve been a great partner. It’s really important to us that we maintain that relationship and we’re very interested in continuing the relationship,” a Steelers spokesperson told the Post-Gazette.
