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How Much Did Geha Pay For Naming Rights?

If you’re looking to find out how much Geha paid for naming rights to the Kansas City Chiefs’ stadium, you’ve come to the right place. 

If you’re short on time, here’s a quick answer to your question: Geha agreed to pay approximately $4 million per year over 10 years for the naming rights to the Chiefs’ stadium, which comes out to a total of around $40 million.

In this comprehensive article, we’ll break down the details of Geha’s naming rights agreement, including how much the company is paying the Chiefs and what exactly the deal entails.

Background on Geha and the Chiefs

Geha is a health insurance company that has been providing coverage to federal employees and their families for over 82 years. They offer a range of health plans that include medical, dental, and vision coverage.

Geha is committed to providing affordable and comprehensive healthcare options to its members, and they have built a strong reputation for their excellent customer service and innovative solutions in the healthcare industry.

Overview of Geha company

Geha was established in 1937 and has since grown to become one of the largest health insurance providers in the United States. The company is known for its commitment to serving federal employees and their families, offering a wide range of health plans that cater to different needs and budgets.

Geha has a network of healthcare providers across the country, ensuring that their members have access to quality healthcare wherever they may be.

History of the Chiefs’ stadium and past naming rights

The Kansas City Chiefs, a professional football team based in Kansas City, Missouri, have a long and storied history in the NFL. The team was founded in 1960 as the Dallas Texans, but relocated to Kansas City in 1963 and became the Chiefs.

They have since become one of the most successful teams in the league, with numerous playoff appearances and a Super Bowl victory in recent years.

The Chiefs’ stadium, known as Arrowhead Stadium, has been their home since 1972. The stadium has undergone several renovations and expansions over the years to accommodate the growing fan base and enhance the game day experience. Arrowhead Stadium is renowned for its passionate fans and intimidating atmosphere, earning it the nickname “The Sea of Red.”

In terms of naming rights, Arrowhead Stadium has had several sponsors over the years. From 1993 to 2009, it was known as “Arrowhead Stadium presented by American Century Investments.”

In 2010, the naming rights were sold to New Arrowhead, LLC, a subsidiary of the Hunt family, who owns the Chiefs. The stadium was then known as “New Arrowhead Stadium” until 2014 when the naming rights were sold to Geha.

For more information on Geha and their health insurance plans, you can visit their official website

Kansas City Chiefs

Details of the Naming Rights Agreement

Length of deal

The naming rights agreement between Geha and the organization is set to last for an impressive 10 years. This long-term commitment shows the confidence and dedication of both parties involved.

Total value of deal

The total value of the naming rights deal is reported to be a staggering $40 million. This significant investment highlights the importance of branding and exposure for both Geha and the organization.

Yearly payment amount

Geha will be making an annual payment of $4 million as part of the naming rights agreement. This consistent financial contribution ensures a strong partnership and helps support the organization’s goals and initiatives.

What naming rights include

The naming rights agreement grants Geha exclusive rights to have their brand name associated with the organization. This includes prominent signage within the facility, branding on tickets and merchandise, and various marketing opportunities.

Geha will benefit from increased visibility and exposure, while the organization will receive a substantial financial boost. For more details on the Geha naming rights agreement, you can visit their official website here.

How the Deal Compares to Other NFL Stadiums

When it comes to naming rights deals in the NFL, Geha’s recent agreement is worth examining in relation to other stadiums.

Here’s a look at some of the highest, lowest, and average naming rights deals in the league.

Highest NFL naming rights deals

Several stadiums have secured lucrative naming rights deals, setting new standards in the industry.

For example, Allegiant Stadium, home of the Las Vegas Raiders, has a deal with Allegiant Air worth a staggering $25 million per year.

This deal not only reflects the popularity of the team and the stadium’s location in a major tourist destination but also showcases the financial power of the airline industry.

Another notable deal is Mercedes-Benz Stadium in Atlanta, home to the Falcons. Mercedes-Benz paid an estimated $12 million per year for the naming rights, highlighting the brand’s commitment to aligning with a state-of-the-art facility and a team with a strong fan base.

These deals demonstrate the immense value that NFL stadiums can bring to sponsors, not only in terms of exposure but also in terms of brand association and reaching a passionate fan base.

Allegiant Stadium

Lowest NFL naming rights deals

While some stadiums command top dollar for their naming rights, others have secured deals at a lower price point.

One example is State Farm Stadium, home to the Arizona Cardinals, which signed a deal worth approximately $6.7 million per year. Despite the lower price tag, this partnership still provides State Farm with valuable exposure and an opportunity to connect with football fans.

Similarly, the New York Jets and New York Giants share MetLife Stadium, which has a naming rights deal with insurance company MetLife.

The agreement is reportedly valued at around $17 million per year. While this deal falls in the lower range compared to other stadiums, it still represents a significant investment for the insurance company.

Average NFL naming rights deal value

When considering the average value of naming rights deals in the NFL, it is important to note that it can vary widely depending on factors such as team popularity, location, and market demand.

According to a report by Forbes, the average naming rights deal in the NFL is estimated to be around $10 million per year.

However, it is worth mentioning that these figures are subject to change as new deals are negotiated and the financial landscape evolves.

With the NFL’s popularity continuing to rise, it is likely that naming rights deals will only become more valuable in the future.

Impact and Benefits for Geha

Brand awareness and visibility

Geha’s decision to invest in naming rights for the Chiefs’ stadium has had a significant impact on their brand awareness and visibility.

The partnership has given Geha exposure to a massive audience of football fans, both in the stadium and through televised games. This increased visibility has helped Geha to reach a wider audience and raise awareness about their products and services.

Associating brand with Chiefs’ success

By aligning their brand with the success of the Kansas City Chiefs, Geha has positioned themselves as a company that supports and celebrates excellence.

The Chiefs’ recent success, including their Super Bowl win, has generated a tremendous amount of excitement and pride among fans. By associating their brand with this success, Geha has created a positive image and a strong emotional connection with Chiefs fans.

Exclusive marketing and advertising rights

One of the major benefits of the naming rights deal for Geha is the exclusive marketing and advertising rights they receive. This allows Geha to have a prominent presence throughout the stadium, including signage, digital displays, and promotional materials.

They also have the opportunity to create unique fan experiences and engage with the community through various marketing initiatives. This level of exclusivity gives Geha a competitive edge in reaching their target audience and promoting their brand effectively.

The Future of the Deal

Length of agreement

The length of the naming rights agreement between Geha and the organization is a crucial factor in determining the future of the deal.

Naming rights deals typically range from 5 to 20 years. A longer agreement can provide stability and a consistent source of revenue for the organization, while a shorter agreement allows for more flexibility in case the organization wants to explore other naming rights opportunities in the future.

It is important to note that the length of the agreement can also depend on the financial terms of the deal.

For example, if Geha paid a significant amount of money for the naming rights, they may expect a longer agreement to maximize their return on investment. On the other hand, if the financial terms were more favorable to the organization, they may choose a shorter agreement to potentially renegotiate for a higher fee in the future.

Potential for renewal or changes

The potential for renewal or changes to the naming rights agreement will largely depend on the success and satisfaction of both parties involved.

If Geha is satisfied with the exposure and brand recognition they are receiving through the naming rights, they may be inclined to renew the agreement once it expires. Renewal can also be influenced by factors such as the organization’s performance, fan engagement, and market conditions.

However, it is also possible that both parties may decide to make changes to the agreement. This could be due to shifts in the organization’s branding strategy, changes in sponsorship priorities, or a desire to explore new opportunities with different partners.

In some cases, the organization may even decide to open up bidding for new naming rights agreements to attract higher offers and potentially increase revenue.

Ultimately, the future of the Geha naming rights deal will depend on a variety of factors including the length of the agreement, the financial terms, the satisfaction of both parties, and potential changes in branding strategies or sponsorship priorities.

It will be interesting to see how the deal evolves over time and what impact it has on both Geha and the organization involved.


In summary, Geha agreed to a 10-year naming rights deal for the Kansas City Chiefs’ stadium valued at around $40 million total, or $4 million per year.

This agreement provides Geha with exceptional brand exposure through exclusive stadium naming and advertising rights, while also generating significant revenue for the Chiefs franchise.

The deal is fairly average compared to other NFL stadium naming rights agreements. While it doesn’t rank among the highest in total value, the length of the contract and its estimated $162 million price tag make it a lucrative deal for both Geha and the Chiefs.

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