The new NFL stadium in Los Angeles has landed its first big partnership deal, the Rams announced Tuesday, as American Airlines will pay $90 million over 10 years to sponsor the plaza that serves as the main entrance to the Rams’ and Chargers’ new $5 billion home in Inglewood, California, according to Bloomberg News.
Neither the Rams nor American would confirm financial terms of the deal.
The stadium itself — spearheaded by Rams owner Stan Kroenke — doesn’t have a naming rights deal yet, but is scheduled to open for the 2020 NFL season and then host the Super Bowl in 2022.
VenuesNow reported earlier this year that SoFi, an online personal finance company, was nearing a 20-year deal to puts its name on the new stadium at a cost of $20 million annually. Anthony Noto, a former chief financial officer for the NFL, is SoFi’s CEO.
Now American Airlines Plaza, which stands 10 stories high with a capacity of about 15,000, will serve as the anchor to a 2.5-acre space at the main entrance to the facility.
The stadium plaza — part of the so-called LA Stadium and Entertainment District (LASED) at Hollywood Park — will be open year-round, as well as event days.
According to Bloomberg, as part of the deal, Fort Worth, Texas-based American Airlines will become the official airline of the Rams and Chargers and have prominent branding during their games.
No stranger to sports as a marketing tool, American has naming rights at two NBA arenas: the Mavericks’ in Dallas and the Heat’s in Miami.