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

Published 2019-07-31 · Updated 2026-03-26 · Sports & Entertainment on MarketScale
Canonical: https://www.marketscale.com/industries/sports-entertainment/has-the-bottle-run-empty-between-heinz-and-the-pittsburgh-steelers

> 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….

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## Highlights

- [Heinz](https://www.heinz.com/) is expected to walk away from renewing its naming rights for the [Pittsburgh Steelers](https://www.steelers.com/)‘ 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](https://www.oracle.com/index.html) and [Fiserv](https://www.fiserv.com/) 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](https://www.sportsbusinessdaily.com/Journal/Issues/2018/04/30/Marketing-and-Sponsorship/Naming-rights-deals.aspx)*)

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