NASHVILLE -- Nissan North America has obtained naming rights for its hometown NFL stadium here where the Tennessee Titans play, according to sources familiar with the plan.
The marketing pair-up comes at a significant moment for Nissan: The company plans to introduce a new generation of its full-sized pickup in the fourth quarter of this year -- coincidentally named the Titan.
The agreement gives Nissan naming rights for a 20-year period, according to the sources.
Nissan Stadium will replace the Tennessee Titans' existing stadium name, LP Field – named after building materials producer Louisiana-Pacific Corp., the automaker and NFL officials are expected to announce at a press conference here Thursday.
The NFL stadium is a dominant landmark from the expressways that encircle downtown Nashville. Nissan employs more than 10,000 people in the greater Nashville area, including about 1,700 at its North American sales and marketing headquarters south of the city.
The company's auto plant complex in Smyrna, Tenn., just southeast of Nashville, is currently the nation's largest-volume assembly plant, producing the Altima, Maxima, Leaf, Pathfinder, Rogue and Infiniti QX60. Nissan moved its headquarters to the area from Los Angeles in 2006 and has steadily expanded its staff since.
--Lindsay Chappell is a reporter for Automotive News.