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Knox News | The Knoxville News-Sentinel
Tennessee, Pilot strike deal for Neyland Stadium branding rights — but iconic name remains
By Adam Sparks, Knoxville News Sentinel,
5 days ago
The University of Tennessee has struck a landmark deal with Pilot for branding rights to Neyland Stadium, but the venue’s iconic name isn’t going anywhere.
The historic names of Neyland Stadium and Shields-Watkins Field will remain unchanged.
That was the top priority of both Pilot, the Knoxville-based company, and UT in inking an agreement that will extend up to 20 years. The announcement was made Tuesday.
“(Renaming Neyland Stadium) was never on the table,” UT athletics director Danny White told Knox News. “We were going to be smart and good stewards of that history.”
Knox News requested financial terms of the agreement, but they were not disclosed. However, White called it a “huge deal” that will help fund the ongoing $337 million renovation to Neyland Stadium — the sixth largest venue in college football with a capacity of 101,915.
WATCH A REPLAY! Can't see the player? Click here for the University of Tennessee and Pilot officials speaking about the deal
Neyland Stadium is named after Gen. Robert Neyland, the legendary Vols football coach. Shields-Watkins Field is named after William Simpson Shields, the UT trustee who helped secure the land for the football field in 1919, and his wife Alice Watkins.
Pilot CEO Adam Wright said he knew better than to even consider replacing Neyland Stadium or Shields-Watkins with a corporate name.
“That was a non-starter for us,” Wright said. “I think it would’ve been brand detracting for us to put our name on Neyland Stadium (as a replacement).
“It just means too much to the community. It’s more important for us to preserve that to make sure for decades to come that the name will remain the same and it won’t be touched by other corporate entities.”
So UT and Pilot will thread the needle between branding and naming rights for the stadium.
“Neyland Stadium. Home of the Vols. Proudly preserved by Pilot,” a UT news release said as the description of the branding.
Here’s what will change at Neyland Stadium
New signage saying “Home of the Vols” will be placed on the east side of Neyland Stadium, flanked by Pilot’s logo.
Pilot branding will also be on each side of Shields-Watkins Field. And Pilot sponsored content will appear elsewhere in UT athletics and the Vol Network.
This is the first season the NCAA will allow commercial sponsor advertisements on football fields.
Not every school will try it, fearing backlash from fans who are protecting hallowed ground. But UT thought Pilot, which has longstanding ties to Vols football, was the perfect partner to take that leap.
“It couldn’t be just any company,” White said. “But Pilot was the perfect partner for us.”
Why Pilot fit the bill for Neyland Stadium
In 1958, Pilot was founded by James “Jim” A. Haslam II.
He played football for UT on the 1951 national championship team and served as captain on the 1952 squad. Those were the last two teams coached by Neyland.
The Haslams are longtime UT donors, and the College of Business is named after them.
Pilot headquarters remain in Knoxville, and it employs more than 2,500 people in the greater Knoxville area. So Wright said Pilot wanted to double down on its strong relationship with UT.
“This partnership is brand new for the current Pilot leadership team,” Wright said. “It was important because there might be new leadership, but our commitment to the community is going to continue. And there is a legacy of giving at Pilot.”
He was a Division II All-American as a running back at University of Nebraska at Omaha. And he spent two years on an NFL roster with the New York Giants from 2001-02.
After attending Vols games, Wright recognized a common direction for UT and Pilot.
Neyland Stadium is undergoing renovations focused on improving fan experience, and the athletic department has taken on expansive facility projects.
“The story that Danny and the team are writing for UT — honoring the past, working toward the future and innovation in guest experience — that’s the same story we’re writing here at Pilot,” Wright said.
“We’re doing things to really advance for the future while still building on things we’ve done in the past. So the stories are very similar.”
How Pilot fuels stadium renovations
Revenue from the partnership will fund Neyland Stadium renovations focused on modernizing and enhancing fan experience.
There will be upgrades to the south side and perimeter of the stadium, including widened concourses, expanded gates and entryways, and additional restrooms and concession areas.
Pilot-sponsored Fast Favorites refreshments and snack stand will be located inside the main stadium entrance at Gate 21.
Fans will see some of the upgrades in the 2024 season, which begins when the Vols play Chattanooga on Aug. 31.
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