National Car Rental today announced it has secured the naming rights to the new NFL stadium proposed to be built on the north riverfront of downtown St. Louis. The 20-year agreement, signed with the St. Louis Regional Convention and Sports Complex Authority (RSA), names the stadium “National Car Rental Field” and calls for an investment of $6.5 million in year one, with a 2 percent annual inflation escalator each year. The investment totals $158 million over 20 years, or an average annual payout of $7.9 million. The deal is contingent on an NFL team playing in the proposed stadium.
The partnership will include interior and exterior signage at the stadium featuring the National brand logo.
“National Car Rental and its target customers are a great match with the NFL and its fan base,” said Patrick T. Farrell, chief marketing and communications officer for Enterprise Holdings, which is the parent company of National Car Rental, as well as the Enterprise Rent-A-Car and Alamo Rent A Car brands. “As we continue to elevate the National Car Rental brand, this venue provides great exposure in a high-profile property with fans who align nicely with our service offering.”