A New Playing Field

The Farmers Insurance Exchange agreed to pay $700 million for the naming rights to the proposed downtown Los Angeles football stadium and event center, a deal backers say is a big step towards attracting an NFL team to the city. The stadium is to be named Farmers Field.

AEG Global Partnerships, which has proposed the stadium, confirmed the 30-year deal. The $1 billion dollar stadium will be entirely privately financed.

As part of the deal, Farmers’ naming rights partnership will include electronic and video messaging during events, hospitality access inside and outside of Farmers Field, promotional and experiential activation areas throughout Farmers Field’s concourses and other public areas, and a variety of branded clubs and other interactive areas to be used by Farmers Insurance agents and customers.