The Tennessee Titans and Nissan North America have announced the formation of a 20-year, exclusive naming-rights partnership that rebrands Nashville’s downtown stadium as Nissan Stadium. Nissan Stadium will host all Titans home football games, Tennessee State University football games, the Music City Bowl and a variety of concerts and numerous other events, including the annual CMA Music Festival and a U.S. Soccer match slated for July 3 of this year.
“This partnership sends a strong message about the positive future on the horizon for the Titans franchise, Nissan, the city of Nashville and Middle Tennessee,” said Titans controlling owner Amy Adams Strunk. “In their fourth decade of operations in Middle Tennessee, Nissan has made yet another significant investment that demonstrates the strength of their commitment to the region. We are proud to partner with one of the world’s most respected companies in Nissan, and we look forward to the positive impact of this relationship on our franchise and the City of Nashville.”
“The Nissan facility in Smyrna opened 32 years ago this month, and the impact of the company and its employees continues to be felt throughout Nashville and Middle Tennessee,” said Titans interim President Steve Underwood. “Nissan is a great partner for the Titans and for the region, and they have invested more than $6 billion in the region while building nearly 11 million vehicles throughout the history of their Smyrna facility. This agreement represents a tremendous opportunity for the Titans franchise and further entrenches Nissan’s roots as one of the region’s leading and most innovative corporate citizens.”
“Middle Tennessee is a great place to live and do business and Nashville is one of the great vacation and convention destinations in the U.S.,” said Fred Diaz, senior vice president, sales and marketing and operations, U.S.A., Nissan North America, Inc. “The stadium is a centerpiece of the downtown skyline, and we want visitors and Titan game TV viewers to know that we are proud to call Nashville and the great state of Tennessee, Nissan’s home.”
The procurement of naming rights to Nissan Stadium is also a perfect fit with the company’s ‘Fewer, Bigger, Better’ marketing strategy, which has included ongoing sponsorships of NBC’s The Voice, the Heisman House college football program and a major advertising presence in this year’s Super Bowl. Nissan is also now the official automotive partner of the Tennessee Titans.
Nissan’s ever-growing footprint in Tennessee includes vehicle and power train manufacturing facilities in Smyrna and Decherd respectively, along with its North American headquarters in Franklin.
The Nissan Smyrna Plant began operations in 1983 and employs more than 8,400 people. In 2014, the Smyrna plant assembled more than 648,000 vehicles, making it the highest volume automotive assembly plant in North America. Nissan also has a major manufacturing presence in Canton, Mississippi, along with research and development groups in California, Arizona and Michigan. In total, the company employs more than 22,000 employees in the U.S.
One component of the partnership will be assisting charitable organizations throughout Middle Tennessee in an array of community outreach programs. A centerpiece of this is the annual ‘Taste of Titans’ charitable event, for which Nissan will serve as presenting sponsor and this year benefits the Wounded Warrior Project. During the course of a 20-year relationship, a total of more than $1 million resulting from these annual events is anticipated to be distributed to local non-profit organizations.
“Our NFL stadium is one of the most recognizable features of Nashville’s skyline, and the Nissan name is a welcome addition,” Nashville Mayor Karl Dean said. “I look forward to a strong partnership between Nissan and the Titans, and I thank Nissan for having the confidence in Nashville to make this type of commitment.” Nissan Stadium is a city-owned venue that has housed the Titans since 1999. The naming rights agreement includes the opportunity for Nissan branding on the exterior of the stadium, as well as stadium signage and other unique displays inside the stadium. LP Building Products has held the naming rights to the stadium since 2006 and that exclusivity now shifts to Nissan. Nissan and the Titans have started work already to enhance the look of the stadium in support of both the Nissan brand and the anticipated success of the Titans this season.
“We have thoroughly enjoyed our relationship with the Tennessee Titans for nearly a decade and are looking to do so for years to come,” said LP Building Products CEO Curt Stevens. “LP’s association with the Titans and the NFL has paid substantial dividends in strengthening our customer ties and driving sales at LP. In addition, working with the Titans on community outreach programs throughout Middle Tennessee has been a great source of pride here at LP. In fact, we look forward to working as a proud sponsor with the Tennessee Titans this season and well into the future.”