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Newly named Nissan Stadium announced in Music City

NASHVILLE, Tenn. – Nissan’s ever-growing presence in Middle Tennessee expanded again today with an up to 20-year exclusive naming-rights partnership that rebrands Nashville’s downtown stadium as Nissan Stadium.

“It is the aura around Nissan,” said Titans interim president Steve Underwood. “Nissan is an iconic brand and they manufacture great products. For us, as a professional sports team, partnering with someone like Nissan elevates both of us. It is our home. It is now Nissan’s home. And so the exposure that it brings to Nissan, in addition to us, is a very powerful brand marker.”

Middle Tennessee welcomed Nissan 32 years ago with opening of the Nissan Manufacturing and Assembly plant in Smyrna, Tennessee. The Nissan Decherd Powertrain Plant followed in 1997, and the company’s North American headquarters was established in Franklin, Tenn. in 2008. Since delivering record sales in 2014, this partnership fits perfectly with the brand’s marketing strategy.

“The Nissan partnership with the Titans is a perfect fit in our overall strategy,” said Fred Diaz, senior vice president, Sales & Marketing and Operations U.S., Nissan North America, Inc. “And, it is a great organization too. We want the world to know that Nissan is in the heartland of the United States, right here in Music City.”

Nissan Stadium is a city-owned venue, home to the Tennessee Titans since 1999. The naming rights agreement includes Nissan branding on the exterior of stadium, as well as stadium signage and other unique displays inside the facility.

“It is like all of the stars and planets aligned all at once when you take into account that we have been working with the Titans for quite some time,” said Diaz. “And then Marcus Mariota wins the Heisman. Then Marcus Mariota comes to the Titans Organization, and then on top of that the fact that we are launching a Titan truck really soon – everything just fit together perfectly, and so we are happy to be a big part of this organization.”

Naming rights for the stadium are subject to approval by the National Football League and the Metro Government Authority.

“Nashville is a great town,” said Underwood. “For us, it is the joint identity that we will build together with Nissan, in our new home. This is our home. This is where we play our home games. People identify this building with us, and now they will also identify it with one of the world’s greatest brands.”


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