This story is free to read because readers choose to support LAist. If you find value in independent local reporting, make a donation to power our newsroom today.
This archival content was originally written for and published on KPCC.org. Keep in mind that links and images may no longer work — and references may be outdated.
Farmers Insurance, AEG announce naming rights deal for proposed NFL Stadium in downtown LA
Artist's depiction of proposed NFL stadium with Famers Field logo.
(
AEG
)
It’s far from built and doesn’t even have a team yet, but a proposed National Football League stadium in downtown Los Angeles got a name today: Farmers Field.
Farmers Insurance has made a naming rights agreement with Anschutz Entertainment Group, or AEG. Farmers Insurance executive Paul Patsis said the name brings a lot to mind.
"I think of farmers. I think of field. I think of growth. Things grow in fields. And in this case, what growth is about is about economic development, it’s about jobs. It’s about all those great things that this project is gonna bring to the community. And it’s a wonderful testament to both the private and public sector working together with AEG at the center of this."
Farmers Insurance has been a California company for 82 years. The stadium naming rights deal would be for 30 years. The Farmers Field proposal is competing with another one to build an NFL Stadium in the city of Industry.
AEG produced a slick show at the L.A. Convention Center to unveil the new logo and renderings for the proposed Farmers Field, with videos and a parade of L.A. sports greats like Magic Johnson, Oscar De La Hoya and Rosie Grier. Mayor Antonio Villaraigosa, business and labor leaders talked about the economic boom the stadium would bring.
AEG executive Tim Liewecke repeated a promise that the stadium would be privately funded. He then set his sights on hosting the 50th Super Bowl. The Pittsburgh Steelers and Green Bay Packers will play Sunday in Super Bowl 45 in Dallas.
“It’s snowing today in Dallas,” Liewecke said. “We need Super Bowls in L.A.”
You come to LAist because you want independent reporting and trustworthy local information. Our newsroom doesn’t answer to shareholders looking to turn a profit. Instead, we answer to you and our connected community. We are free to tell the full truth, to hold power to account without fear or favor, and to follow facts wherever they lead. Our only loyalty is to our audiences and our mission: to inform, engage, and strengthen our community.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Senior Vice President News, Editor in Chief
