Highmark Inc. purchases naming rights to Buffalo Bills' stadium

Pittsburgh is no longer the only city with a Highmark Stadium.

The Buffalo Bills’ home is also called Highmark Stadium. The team made it official with a formal announcement Tuesday morning.

Highmark BlueCross BlueShield of Western New York, a newly rebranded health insurer, has purchased the naming rights for what was simply known as Bills Stadium last season.

The move comes after Pittsburgh-based Highmark Inc. completed an affiliation agreement with the Buffalo-based HealthNow New York.

“As a native Western Pennsylvanian I will always be proud to wear black and gold, but this sponsorship represents our ongoing commitment to build stronger and healthier communities across Highmark’s growing footprint,” said Deborah Rice-Johnson, president of Highmark Inc. and chief growth officer of Highmark Health.

“Today’s announcement in Buffalo reinforces our commitment to the New York market on the heels of our affiliation with the local BlueCross BlueShield of Western and Northeastern New York health plan just a few weeks ago.”

The stadium’s naming rights were available after Buffalo-based New Era Cap Company backed out of its agreement in July. The global sports headwear and clothing apparel company withdrew as it was laying off more than 100 employees because of the coronavirus pandemic.

New Era was four years into a seven-year deal worth more than $35 million.

Terms of the deal with Highmark were not released.

“The Bills are a beloved institution in Western New York, and there is no better way for Highmark BlueCross BlueShield of Western New York to show that we plan to continue to be part of the fabric of this community than through this partnership,” Highmark Western and Northeastern New York CEO David Anderson said in a statement.

The Bills’ Highmark Stadium holds 71,870 fans, over 3,000 more fans than Heinz Field holds for Steelers games. By contrast, the Highmark Stadium on Pittsburgh’s South Shore holds just up to 5,000 fans. It’s home to the Pittsburgh Riverhounds of the United Soccer League, and is also used by local high schools and colleges.

The Associated Press contributed to this report.