National Pays $158M for Naming Rights on NFL Stadium

A rendering of National Car Rental Field. Photo courtesy of HOK.
A rendering of National Car Rental Field. Photo courtesy of HOK.

National Car Rental has secured the naming rights to the new NFL stadium, which is proposed to be built on the north riverfront of downtown St. Louis.

Signed with the St. Louis Regional Convention and Sports Complex Authority, the 20-year agreement names the stadium “National Car Rental Field” and calls for an investment of $6.5 million in year one, with a 2% annual inflation escalator each year.

The investment totals $158 million over 20 years, or an average annual payout of $7.9 million, according to the company. The deal is contingent on an NFL team playing in the proposed stadium.

The partnership will include interior and exterior signage at the stadium featuring the National brand logo.
“National Car Rental and its target customers are a great match with the NFL and its fan base,” said Patrick T. Farrell, chief marketing and communications officer for Enterprise Holdings. “As we continue to elevate the National Car Rental brand, this venue provides great exposure in a high-profile property with fans who align nicely with our service offering.”

In addition to marketing the National brand, Enterprise Holdings also sees a deeper opportunity.

“Our company’s roots in St. Louis run very deep,” said Pamela Nicholson, president and CEO of Enterprise Holdings. “We were founded here in 1957, and though we’ve since grown into a global company, our world headquarters are still right here. So, for us, this is about much more than naming a stadium. It’s about playing our part in a historic effort to renew our riverfront, further revive our downtown area and reinforce St. Louis’s standing as a truly great city.”

Click here to check out more of the field renderings.

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