New Era lands naming rights to Buffalo Bills' stadium

A new era begins immediately in Orchard Park, N.Y., with the Buffalo Bills selling naming rights to Ralph Wilson Stadium.

New Era, a New York-based hat and apparel company and longtime NFL partner, purchased naming rights effective immediately for the home stadium of the Bills, which will now be known as New Era Field. Signage changes were already underway Thursday.

Terms of the seven-year deal were not disclosed.

Founder Ralph Wilson Jr. will be memorialized in Founder's Plaza outside the stadium.

"It was important to the Bills organization that a stadium naming rights agreement made sense. In joining New Era today for this landmark announcement, we have a partner that makes sense on so many levels," said Terry Pegula, owner and CEO of the Bills. "New Era is a company recognized for its integrity and quality on a global platform, while at the same time, representing the very fabric of Western New York. In partnering with our organization and the opportunities associated with the NFL brand, we feel that this agreement showcases two of the more recognized local brands not only for the benefit of our two franchises, but one that reflects well on our entire community."

The Bills' current stadium lease with property owner Erie County expires in 2023.

Wilson's widow, Mary Wilson, said there is "an element of sadness" in Thursday's news.

"But I'm excited for the Bills organization and for New Era with their successes and it's so great that a local company of this magnitude will be on this stadium," Mary Wilson said. "Ralph's legacy will remain intact forever with what he established with the Bills and the league. He accomplished so much during his lifetime in and away from the game of football and continues to have a positive effect on people's lives through his foundation."

Commissioner Roger Goodell, a Western New York native who grew up a fan of the team, applauded the agreement.

"The new stadium naming rights agreement between the Bills and New Era demonstrates the potential for real growth in Western New York under the ownership of Terry and Kim Pegula," said Goodell. "... This agreement will give tremendous exposure to the Bills, New Era, and all of Western New York, and it will generate exciting new activities at New Era Field to enhance the fan experience on game day."