Heinz Field May be Losing Its Namesake: How B2B Companies Can Capitalize

 

Highlights

  • Heinz is expected to walk away from renewing its naming rights for the Pittsburgh Steelers‘ stadium.
  • The current deal in place has Heinz paying roughly $2.8 million per year, which is below market value for naming rights to an NFL stadium.
  • The Steelers are looking for a deal in the $10 million/year range.
  • The stadium has had the Heinz name since it opened in 2001. In recent years Heinz has shifted operations from the Steel City to Chicago as part of a merger with Kraft.
  • The current Heinz deal runs through 2021. This could end sooner if the Steelers choose to do so.

Does This Signal A Shift?

  • We could see a shift towards lesser known but more valuable companies making bids for stadium naming rights.
  • Oracle and Fiserv are two of the biggest B2B brands to buy the naming rights to stadiums. Could similar companies be next to buy naming rights?

Most Expensive Naming Right Deals:

  • AT&T Stadium, Arlington, TX: $19 million/year
  • Scotiabank Arena, Toronto, Canada: $30.4 million/year
  • Mercedes-Benz Stadium, Atlanta, GA: $11.5 million/year
  • MetLife Stadium, East Rutherford, NJ: $16-24 million/year

(Data as of April, 30, 2018, according to Sports Business Journal)

Follow us on social media for the latest updates in B2B!

Image

Latest

college prep
The Armory Foundation Is Turning Athletics Into a Pathway to College and Community Impact
June 18, 2026

For many student-athletes, the discipline learned on the track does not end at the finish line — it can become a foundation for academic ambition, college access, and long-term opportunity. At a moment when young people are navigating rising college costs, uneven access to counseling, and growing uncertainty around higher education, programs that connect…

Read More
Michigan Central
From Abandoned Train Station to Innovation Hub: Why Michigan Central’s Comeback Matters for Detroit’s Future
June 18, 2026

Detroit’s comeback is not being measured only in restored facades or reopened landmarks. It is being measured in whether the city can turn once-abandoned spaces into places where people work, learn, gather, move, and build long-term opportunity. Few projects capture that shift more clearly than Michigan Central, the former train station that stood for…

Read More
Cybersecurity Talent
The Future of Cybersecurity Talent Starts With New Pathways, Practical Training, and Real-World Readiness
June 18, 2026

Cybersecurity has no shortage of urgency, but it does have a shortage of people who are ready for the work as it actually happens. ISC2, a global cybersecurity professional association, estimates in its 2024 Cybersecurity Workforce Study that 5.5 million professionals are working in cyber worldwide, yet the field still needs 4.8 million more to…

Read More
safe water
Running the Length of Africa: One Woman, 15,000 Kilometers, and a Mission to Tackle the Drinking Water Crisis
June 15, 2026

Access to clean water is still out of reach for a staggering number of people—and it’s not just a distant problem. According to estimates from WHO and UNICEF, over 2 billion people still don’t have safely managed drinking water at home, a reality that impacts everything from health to education and economic opportunity. As…

Read More