Nissan North America, the division of the second largest Japanese automaker, has proudly taken over the naming rights for the hometown NFL stadium of the Tennessee Titans – now called “Nissan Stadium”.
The new name adorns the field and is a highly visible landmark in downtown Nashville, a region where Nissan has around 10,000 employees. The marketing move will secure the naming rights for two decades and comes under auspicious moments for the carmaker – in the middle of the football season the brand will introduce its crucial redesigned full-size pickup – aptly named the Titan. “That’s quite a cool coincidence for us,” comments Fred Diaz, Nissan’s senior vice president for U.S. sales & marketing and operations. “But this is really a way to showcase Nissan’s presence and involvement here in the heartland of the United States. This is going to make our employees and customers here very proud.” The NFL stadium is naturally a massive landmark, visible even from the expressways that encircle downtown Nashville. The executive said the deal also means Nissan will be allowed to repaint the stadium in its bright-red brand color.
Nissan has about 1,700 people in sales and marketing units in the area, with its North American headquarters located just south of the city. The Japanese have been present here since 2006 when they moved the HQ from Los Angeles and have carefully expanded since. They also have an auto plant complex in Smyrna, Tenn., again very close to Nashville, where they have a workforce of around 8,400. The factory is also America’s biggest volume assembly facility, manufacturing the Altima, Maxima, Leaf, Pathfinder, Rogue and Infiniti QX60.