CenturyLink Field rebranded Lumen Field

Article posted by Coliseum, January 11^th, 2021

Image: Lumen Field

CenturyLink Field (US) – which serves as the home of the National Football League (NFL) team Seattle Seahawks and Major League Soccer (MLS) franchise Seattle Sounders – has been rebranded as Lumen Field.

The change announced recently was greenlighted by the Washington State Public Stadium Authority and the Washington State Public Corporation owner of the stadium.

Lumen Field is a multipurpose stadium in Seattle, Washington, United States, which can fit in 72,000 spectators.

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The Lumen Field stadium complex includes Lumen Field and the 325,000ft² Lumen Field Event Center, and WaMu Theater.

The switch has come about after communications and IT services company CenturyLink rebranded to Lumen Technologies back in September 2020. Originally known as Seahawks Stadium when it opened in 2002, the current naming rights agreement began in 2004 as the stadium was named Qwest Field. It was renamed CenturyLink Field in 2011 following CenturyLink’s acquisition of Qwest Communications.

In 2017, a new agreement reached extended the naming rights through the 2033 season. The rebrand to Lumen Field is covered under the existing naming rights agreement, reported to be worth $162.7m (£122.5m/€137.2m) over a 15-year term, and includes the venue’s multiuse event center, which will now be known as the Lumen Field Event Center.

Stated Shaun Andrews, Chief Marketing Officer at Lumen, “Lumen Field represents more than just a name change; it represents our growing partnership with the Seattle Seahawks and our shared vision of using data and technology to further human progress and produce winning outcomes on and off the field.”

Added Andrews, “Lumen Field is a symbol of Seattle’s passionate fans, and we are proud to be associated with this iconic venue. Lumen is dedicated to delivering amazing experiences for our clients, and we are committed to the success and support of the Seattle community.”

In-stadium signage replacement is currently in the early stages, with a goal for all new internal and external branding to be completed soon.

In August last year, the Seahawks partnered with hospitality company Levy to enhance operations at Lumen Field amid the COVID-19 scourge. Levy joined forces with the Seahawks’ in-house food and beverage company, First & Goal Hospitality (FGH), to manage operations at all facilities at CenturyLink Field.

Chuck Arnold, President, Seattle Seahawks and First & Goal Inc. stated, “Through a shared vision and commitment to serving the Seattle community, we are proud to enter a new era of world-class sports and entertainment with Lumen Field. For nearly two decades, the stadium has made its mark as a premier Seattle venue, and a place for the community to experience thrilling victories, establish sacred traditions, and witness unforgettable moments together. We are excited to build upon that legacy and experience amazing things at Lumen Field for years to come.”

In February 2019, Lumen Field announced plans to transition to a cashless model for sales transactions at the venue.

Lumen Field and Event Center typically hosts more than 300 event days per year which attract more than 2.4 million attendees annually.

The venue has hosted many premier concerts, including Beyoncé, Metallica, Rolling Stones, Taylor Swift, and U2, as well as international soccer matches, Supercross, corporate events and community gatherings.

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