The 2024 NFL season kicked off with two exciting new stadium naming rights deals for the Washington Commanders and the Cleveland Browns. 

Northwest Federal Credit Union became the latest company to partner with the Commanders, inking a multiyear sponsorship in late August that will see the team’s home rebranded as Northwest Stadium. The deal includes more than 20 sponsorship assets, among them interior and exterior signage featuring a new stadium logo, as well as a coveted patch on the team’s practice jersey. In addition, Commanders fans who are Northwest members will be entitled to benefits like discounts on tickets and merchandise.

Since the deal was announced, Northwest Federal Credit Union’s social campaign has included 101 branded posts with the Commanders. While X (formerly Twitter) accounts for 48% of them, Instagram leads by engagement, driving 71% of total interactions.

Over in Cleveland, the Browns announced a 20-year partnership with Huntington National Bank that renames the team’s stadium Huntington Bank Field. Huntington’s deal also encompasses over 20 assets, including the Huntington Bank Gate, prime real estate at one of the stadium’s entrances. Sponsorship of the kickoff and final score Instagram posts for the Browns' season opener number among the deal’s digital content assets.

Both brands are expected to expand their asset activations as the season progresses. Historically, key elements like interior and concourse signage have been included in 100% of NFL naming rights agreements. Event-related sponsored content, Instagram posts, and presenting sponsorships at events are also commonly bundled into these deals. As both Northwest Federal and Huntington Bank begin to unlock the potential of their new partnerships, this NFL season is shaping up to be a significant showcase for stadium naming rights.

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