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2/2/2011 - Farmers announces landmark
naming rights deal for possible stadium in
downtown Los Angeles. More information can
be found at www.farmersfield.com
naming rights deal for possible stadium in
downtown Los Angeles. More information can
be found at www.farmersfield.com
Patrick Cooke
Agent with Farmers
Insurance since 1998.
MN License# 20145448
Insurance since 1998.
MN License# 20145448
| Contact us: 218.879.6500 800.988.6550 pcooke@farmersagent.com |
The Farmers Insurance Exchange and AEG have announced a
naming rights agreement for the proposed new downtown Los
Angeles football stadium. The stadium would be named
Farmers Field.
The 30-year deal was announced at a press conference in the
West Hall of the Los Angeles Convention Center, the intended
future site of the new stadium. The press conference was
jointly hosted by Farmers and AEG, the entertainment
company that owns Staples Center and the L.A. Live complex
in the same downtown area.
If the plans are approved, the deal will provide naming rights
for a 1.7 million-square-foot stadium designed to host football
games, international soccer matches and other championship
competitions, as well as concerts and entertainment events.
Farmers CEO Bob Woudstra called it an exciting opportunity.
“This investment will court the NFL, and bring jobs and
economic development to downtown Los Angeles,” he said.
“Farmers Insurance was founded in Los Angeles and has been
headquartered here for more than 80 years. We have always
sought to be net givers, not net takers, in the communities we
serve, and we are excited to be a part of this lasting legacy.”
Kevin Kelso, Farmers’ Chief Marketing Officer, talked about the
branding opportunity. “Farmers Field represents a rare
opportunity to merge a significant investment in Los Angeles
with tremendous exposure for the Farmers brand,” he said.
“And this extends well beyond the Los Angeles market: the NFL
has averaged approximately 20 million viewers for its games
this year. This is tremendous exposure for the Farmers brand
on a national stage.”
Kelso emphasizes that the cost of this naming rights deal will
have no affect on insurance rates. “This investment in Farmers
Field will help us bring in more customers and revenue and will
not affect our ability to offer great coverage at a competitive
price.”
When asked about the choice to sponsor a major sports and
entertainment venue, Kelso explained, “Just like every other
major company, we have to spend money on advertising,
marketing and other ways to let consumers know about our
company. Several of our competitors are spending more on
brand awareness than we are.” And, says Kelso, even if the
plans for the stadium fall through and Farmers Field never gets
built, Farmers will have received unprecedented levels of
positive media coverage and publicity.
Timothy J. Leiweke, President and CEO of AEG, called it a
groundbreaking agreement. “It not only makes this the largest
long-term commitment in naming rights history, it also signals
the most significant step forward in creating the football
stadium and event center and bringing an NFL team back to
Los Angeles,” said Leiweke. “Farmers’ commitment and
partnership also allows us to completely privatize the
development of the stadium, which will become the true catalyst
needed to, once and for all, upgrade the Los Angeles
Convention Center to become a top five facility of its kind in the
nation.”
“Like AEG, Farmers is a California-based company with
thousands of employees and their families living and working
here in Los Angeles and they share our vision of investing in
our City to provide services, support and economic stimulus to
make our community a better place for everyone.”
During the press conference, Leiweke detailed AEG’s
commitment to develop Farmers Field at absolutely no cost to
taxpayers and absolutely no risk to the City’s general fund.
Los Angeles Mayor Antonio Villaraigosa expanded on that
theme. “This event center – complete with a state-of-the-art
NFL stadium and expanded convention center facilities – is a
win-win for the residents of Los Angeles. And, it will not cost
taxpayers a dime,” he said. “Furthermore, Farmers Field will be
a catalyst for new development, creating nearly 20,000 jobs
and $3 billion worth of new development in the downtown area
alone."
As part of the deal designed by AEG Global Partnerships,
Farmers’ naming rights partnership will provide exclusive
naming exposure and signage inside and outside Farmers
Field including electronic and video messaging during events,
a diverse offering of hospitality access inside and outside of
Farmers Field, promotional and experiential activation areas
throughout Farmers Field’s concourses and other public areas.
It would also feature a variety of branded clubs and other
interactive areas to be used by Farmers agents and customers.
Shervin Mirhashemi, Chief Operating Officer, AEG Global
Partnerships, added that “This historic investment by Farmers
Los Angeles and trust in our continuing commitment to provide
best-in-class facilities and content that attract the attention of
fans worldwide. Starting today, the name ‘Farmers Field’ will
become part of the lexicon of NFL fans across all
demographics and regions as Farmers Field joins an exclusive
family of iconic AEG developments around the globe. We are
proud to call our friends at Farmers our partners in this
unprecedented deal and project.”
Website
Farmers and AEG also announced the launch of a new
website, farmersfield.com, where fans can learn more and
sign up to be on a priority list for a variety of premium seating
options. Farmers Field is also on Twitter at @BringNFLBackLA.
Fans can also text NFLLA to 44144 to subscribe to free
Farmers Field text message updates, special offers, and
additional information about tickets (standard text messaging
rates apply).
naming rights agreement for the proposed new downtown Los
Angeles football stadium. The stadium would be named
Farmers Field.
The 30-year deal was announced at a press conference in the
West Hall of the Los Angeles Convention Center, the intended
future site of the new stadium. The press conference was
jointly hosted by Farmers and AEG, the entertainment
company that owns Staples Center and the L.A. Live complex
in the same downtown area.
If the plans are approved, the deal will provide naming rights
for a 1.7 million-square-foot stadium designed to host football
games, international soccer matches and other championship
competitions, as well as concerts and entertainment events.
Farmers CEO Bob Woudstra called it an exciting opportunity.
“This investment will court the NFL, and bring jobs and
economic development to downtown Los Angeles,” he said.
“Farmers Insurance was founded in Los Angeles and has been
headquartered here for more than 80 years. We have always
sought to be net givers, not net takers, in the communities we
serve, and we are excited to be a part of this lasting legacy.”
Kevin Kelso, Farmers’ Chief Marketing Officer, talked about the
branding opportunity. “Farmers Field represents a rare
opportunity to merge a significant investment in Los Angeles
with tremendous exposure for the Farmers brand,” he said.
“And this extends well beyond the Los Angeles market: the NFL
has averaged approximately 20 million viewers for its games
this year. This is tremendous exposure for the Farmers brand
on a national stage.”
Kelso emphasizes that the cost of this naming rights deal will
have no affect on insurance rates. “This investment in Farmers
Field will help us bring in more customers and revenue and will
not affect our ability to offer great coverage at a competitive
price.”
When asked about the choice to sponsor a major sports and
entertainment venue, Kelso explained, “Just like every other
major company, we have to spend money on advertising,
marketing and other ways to let consumers know about our
company. Several of our competitors are spending more on
brand awareness than we are.” And, says Kelso, even if the
plans for the stadium fall through and Farmers Field never gets
built, Farmers will have received unprecedented levels of
positive media coverage and publicity.
Timothy J. Leiweke, President and CEO of AEG, called it a
groundbreaking agreement. “It not only makes this the largest
long-term commitment in naming rights history, it also signals
the most significant step forward in creating the football
stadium and event center and bringing an NFL team back to
Los Angeles,” said Leiweke. “Farmers’ commitment and
partnership also allows us to completely privatize the
development of the stadium, which will become the true catalyst
needed to, once and for all, upgrade the Los Angeles
Convention Center to become a top five facility of its kind in the
nation.”
“Like AEG, Farmers is a California-based company with
thousands of employees and their families living and working
here in Los Angeles and they share our vision of investing in
our City to provide services, support and economic stimulus to
make our community a better place for everyone.”
During the press conference, Leiweke detailed AEG’s
commitment to develop Farmers Field at absolutely no cost to
taxpayers and absolutely no risk to the City’s general fund.
Los Angeles Mayor Antonio Villaraigosa expanded on that
theme. “This event center – complete with a state-of-the-art
NFL stadium and expanded convention center facilities – is a
win-win for the residents of Los Angeles. And, it will not cost
taxpayers a dime,” he said. “Furthermore, Farmers Field will be
a catalyst for new development, creating nearly 20,000 jobs
and $3 billion worth of new development in the downtown area
alone."
As part of the deal designed by AEG Global Partnerships,
Farmers’ naming rights partnership will provide exclusive
naming exposure and signage inside and outside Farmers
Field including electronic and video messaging during events,
a diverse offering of hospitality access inside and outside of
Farmers Field, promotional and experiential activation areas
throughout Farmers Field’s concourses and other public areas.
It would also feature a variety of branded clubs and other
interactive areas to be used by Farmers agents and customers.
Shervin Mirhashemi, Chief Operating Officer, AEG Global
Partnerships, added that “This historic investment by Farmers
Los Angeles and trust in our continuing commitment to provide
best-in-class facilities and content that attract the attention of
fans worldwide. Starting today, the name ‘Farmers Field’ will
become part of the lexicon of NFL fans across all
demographics and regions as Farmers Field joins an exclusive
family of iconic AEG developments around the globe. We are
proud to call our friends at Farmers our partners in this
unprecedented deal and project.”
Website
Farmers and AEG also announced the launch of a new
website, farmersfield.com, where fans can learn more and
sign up to be on a priority list for a variety of premium seating
options. Farmers Field is also on Twitter at @BringNFLBackLA.
Fans can also text NFLLA to 44144 to subscribe to free
Farmers Field text message updates, special offers, and
additional information about tickets (standard text messaging
rates apply).
PATRICK COOKE AGENCY
| Farmers Field Los Angeles |
