Tennessee has revealed a long-term partnership with Pilot, a travel-center company, to safeguard the names of Neyland Stadium and Shields-Watkins Field. The deal includes prominent signage throughout the stadium and on the playing surface. The financial details of the agreement were not disclosed, but it is expected to last up to 20 years with potential extensions. Tennessee alum and Cleveland Browns owner, Jimmy Haslam, who is involved with Pilot, has been a longtime supporter of Volunteers athletics.
As universities look for new revenue sources to cover increasing costs, partnerships like this one are becoming more common. The agreement with Pilot maintains the traditional names of the 101,915-seat stadium. This naming rights deal involves branding throughout the stadium but without changing the iconic names of Neyland Stadium and Shields-Watkins Field.
The agreement with Pilot began over a year ago when conversations started about a branding deal. Pilot will be recognized as the presenting partner for the Neyland Stadium renovation project, with new signage and convenience shops selling snacks and beverages in the concourse. The revenue-sharing system for power conference schools, such as Tennessee, may lead to directing up to $21 million per year to athletes by 2025.
Similar naming rights deals for stadiums and arenas are expected to arise across the country. Florida International University recently announced a deal with Pitbull for the naming rights to its football stadium. However, many schools are cautious about altering traditional names for corporate sponsorship. The balance between tradition and financial needs creates challenges for college sports administrators.
At the University of Nebraska, Memorial Stadium is dedicated to Nebraskans who served in the military, presenting a cultural and historical significance that resists change. Maintaining the sanctity of longstanding traditions while meeting financial requirements poses complex decisions for institutions. Tennessee’s Neyland Stadium has a rich history, named after General Robert Neyland, who significantly impacted the program during his coaching tenure.
Preserving the legacy and heritage of these iconic stadiums is a priority for schools like Tennessee. The partnership with Pilot allows for modernization and improvements to enhance the fan experience without compromising the traditional names of the stadiums and fields.
