Highmark Blue Cross Blue Shield of Western New York is the new naming rights partner for the Buffalo Bills stadium.
Effective immediately, the stadium will be named Highmark Stadium, according to a March 29 news release. Signage changes will take place in coming months. Its previous name was New Era Field.
Under the naming agreement, the organization said the stadium will hopefully one day host health and wellness events for children, families and the nearby community.
Highmark Blue Cross Blue Shield of Western New York recently went through a rebrand itself after an affiliation agreement with Highmark. Previously part of HealthNow, the insurer used to be called BlueCross BlueShield of Western New York.