The times, they are a-changing...
2022 represented a rebirth of sorts for the Steelers. They have a new man under center, a youthful bunch in the defense and fairly lowered expectations, at least compared to their AFC North foes. They also have a different stadium name.
For 20 years, the place where icons like James Harrison, Troy Polamalu and Hines Ward called home was known as Heinz Field. Named after the famous condiment brand, it was a moniker that just rolled off the tongue. And regardless of how one feels about Heinz's toppings (this writer, for example, can't stand ketchup), it seemed to suit the franchise well. So much so, in fact, that Pittsburgh made the playoffs in 14 of its 21 seasons prior to the latest name change to Acrisure Stadium.
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That doesn't look to be the case this year. In the laundry list of issues that have popped up in Pittsburgh's season, the name of its stadium likely doesn't rank first. But it hasn't helped matters, particularly among a raucous fanbase anchored to many of its traditions.
So, just what is Acrisure? The Sporting News gives you the skinny on the multi-billion dollar company and its (unpopular) foray into the sporting world.
What is Acrisure?
Based out of Grand Rapids, Michigan, Acrisure is one of the more prominent financial technology and insurance companies in the United States.
The company was founded in 2005 by Greg Williams and Ricky Norris, a firm established to snatch up smaller insurance companies in its native Midwest.
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Acrisure has seen stable growth over the past decade or so, cementing its status as one of the most prominent insurance companies in the world. It offers tech for a number of different industries, including asset management, real estate and cyber services.
The company has made serious waves in recent years, blossoming from a $28 million business to one that closed a $725 million Preferred Equity campaign earlier this year and received a valuation of $31 billion.
With all the capital its acquired over the years, it was little surprise that Acrisure made the jump into the sporting landscape. Per Axios, the company will shell more than $150 million over the course of its 15-year deal with Pittsburgh.
Williams, a self-described Steeler fan, vowed to “invest in the Pittsburgh community.”
It will take a long time for folks to get acclimated to the old digs with a new name. Commentators have mistaken the new title for its more famous past one. So too have fans, many of whom have done that in an act of resistance from ownership's unpopular decision.
But with a 15-year deal on the cards, Steelers fans — and NFL viewers as a whole — better get used to Acrisure.
Fallout of name change from Heinz Field to Acrisure Stadium
The name change left many Pittsburgh supporters who liked the Heinz Field name upset. Some players even weighed in, including legendary Steelers quarterback Ben Roethlisberger.
I can't believe it, it doesn't seem right or real! Home will always be Heinz Field! I will never forget the last game, and all the amazing fans at FOREVER HEINZ! -- Ben.#ForeverHeinz
— BigBen7.com (@_BigBen7) July 11, 2022
(Thanks to @ThompsonFoto12 & @YinzerSzn for the great photos!) pic.twitter.com/BnYTDp9zEp
People even started a Change.org petition to have the stadium name reverted back.
Many wondered why Heinz didn't renew its sponsorship with the Steelers and keep its name in place. The company explained shortly after the new stadium deal was done that it all boiled down to one thing: money.
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The Kraft Heinz Company released a statement addressing their naming rights deal with the Steelers. They explained that they couldn't justify paying as much for the rights as Acrisure was willing to shell out.
While we worked diligently with the Steelers for several months around a new naming rights deal, they found a new partner willing to pay significantly more than we could justify.
That said, Heinz — a Pittsburgh company — isn't ending its sponsorship of the Steelers entirely. They are going to be a "significant, long-term partner" for the organization and outlined some work that the company will do for the Pittsburgh community.
While our name will no longer be on the stadium, Heinz will remain a significant, long-term sponsor of the Steelers and we’re excited to announce the details of our new partnership in the days ahead.
Kraft Heinz is committed to its ongoing support of the Steelers and the Pittsburgh community, in a city that is our co-headquarters. In addition to our partnership with the Steelers, we look forward to our continued support of organizations such as the Greater Pittsburgh Community Food Bank and Grow Pittsburgh, as well as sponsorship of events like Picklesburgh, among others.
So, Heinz will still have a significant presence in Pittsburgh. It may just be a bit muted compared to when they had the stadium naming rights.
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Jacob Camenker contributed to this story
