BY Art Thiel 12:01PM 11/19/2020

Stadium name-change time: It’s Lumen Field

The home field of the Seahawks and Sounders is undergoing its fourth name change. Lumen is the rebrand of a wholly owned affiliate of CenturyLink, Inc.

CenturyLink Field? Not any more. / Wiki Commons

The Clink is gone in a wink. Just in time to hype its new affiliate name in front of a national TV audience watching NFL Thursday Night Football, CenturyLink Inc., is renaming the home of the Seahawks and Sounders as Lumen Field.

Lumen Technologies, LLC became a  wholly-owned affiliate of CenturyLink, Inc. in September, and the re-brand debuts with the Seahawks-Cardinals game at 5:20 p.m.

The change in awaited approval later Thursday by the Washington State Public Stadium Authority, the state public corporation owner of the stadium.

“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,” said Chuck Arnold, president of the Seahawks and its corporate owner, First & Goal Inc. “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.”

“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,” said Shaun Andrews, Lumen’s chief marketing officer.

When it opened in 2002, it was simply Seahawks Stadium. T the current naming rights agreement began in 2004 as Qwest Field. It was renamed CenturyLink Field in 2011 following CenturyLink’s acquisition of Qwest Communications. In 2017, a new agreement extended the naming rights through the 2033 season. The company reportedly paid $162 million for the 15-year extension.

The rebrand to Lumen Field is covered under the existing naming rights agreement and includes the stadium’s multi-purpose facility, now known as the Lumen Field Event Center.

In-stadium signage replacement has begun, with a goal for all new internal and external branding to be done before the start of the 2021 Seahawks season.

The field and events center enter typically host 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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YourThoughts

  • LarryLurex70

    I opened the team app on my phone after it was announced this morning and showed it to a co-worker. He thought it was a prank.
    I realize Lumen isn’t obligated nor required to, but, if they REALLY are serious about embedding their brand within the community – or whatever it says in the press release – they’d do themselves a huge solid in this market by somehow incorporating PGA into the stadium name and signage.

    • Husky73

      Professional Golf Association? Principal Geodesic Analysis?

    • art thiel

      Stumped me with that.

      • LarryLurex70

        Seriously? Wow. How quickly they forget!

  • jafabian

    They should just call it Kingdome Field.

    • art thiel

      I think you mean Kingdome 2.0.

      • 1coolguy

        Notwithstanding Royal Brougham Pavilion @ SPU and Royal Brougham Way, going back to your roots and anyone that is a Seattle native with any cred, it’s a shame none of the fields isn’t called “Royal Brougham Field,” a la Alaska Airlines Arena @ Hec Edmundson Pavilion.
        Lumen Stadium @ Royal Brougham Field – Wouldn’t that be great? Takes us back to easily THE “dean” of all sports columnists who followed in Seattle sports history. Everyone read his column in the P-I sports page.
        How many years did you work with him Art?

        https://www.historylink.org/File/7395

        • Husky73

          I would like to see the basketball hardwood in the new arena called “Lenny Wilkens Court.”

  • woofer

    It’s only a matter of time until the Twelves get rebranded as Lumen Nation. And of course until the pandemic is over we will have to make do with an ill Lumen Nation.

    • art thiel

      I’m partial to the Loo.

      • 2nd place is 1st loser

        The Loo, is a common term used for the restroom in the U.K. might work for Sounders games. Seeing as how American soccer is a spin off of football in the U.K. It’s a stretch, but you might consider looking into a patent for that name before someone else snaps it up.

      • 1coolguy

        PERFECT!!! Ya got my vote 100%

  • 2nd place is 1st loser

    Perhaps, Illuminati Field would be more of an appropriate name, or the Hawks need the Illuminati to lead them through these trying times. Go Hawks.

    • Husky73

      How illuminating!

    • art thiel

      Don’t start with the Illuminati. We’ll be here all night.

    • Kirkland

      “The Light House”?

  • Husky73

    I asked Senior Theoretical Physicist, Sheldon Cooper, of the California Institute of Technology in Pasadena, California, “What is a lumen?” Dr. Cooper replied, “A lumen is the SI unit of luminous flux, equal to the amount of light emitted per second in a unit solid angle of one steradian from a uniform source of one candela.” Dr. Cooper further commented, “Bazinga!”

    • art thiel

      Everyone knows that.

    • 1coolguy

      Duh, who didn’t know that? Geez……haha

  • Husky73

    Lumen Field is 1-0.

  • Alan Harrison

    Although I love your moniker, Art, for a Seattle team, regardless of the sport, it should just be Lou.

    https://uploads.disquscdn.com/images/7c7c0f560e611718dd086a0141b0c4d1c662fc6ebc12c0dcfd03ce4f6dfd1a86.gif

    • art thiel

      I’m down with that.

  • Tman

    Let us pray. Dear Lumen. Please put as much time, effort and money into giving customers of your monopoly good internet and customer service as you waste at Lumen Field. We pray, dear Lumen, you will hire experienced staff to answer the phone and solve problems instead of wasting customers time listening to a robot for 6 minutes with the same message each time they call, then wasting another 4 to 8 hours trying to sort out issues only to have the call drop and no return call. Clink. Your predecessor (or overlords), Century Hell, is the worst internet provider with the worst customer service in America. We pray you do better immediately or lose your license or have to compete. We pray, dear Lumens, that you bring your call centers back from the Phillipines to the USA. We have some folks here who know IT and need the work. Thank you for answering our prayers. Go Hawks.

    • Cheryl Gilmore

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    • Kirkland

      I understand Qwest was also known for bad customer service. Third time’s the charm?

      • art thiel

        Century Link bought Qwest. Anything change?

    • art thiel

      Lumen is an affiliate of CenturyLink. Same company, just rebranding part of it.

      Sorry to hear of your service problem. I’d say operators are standing by, but you’ve known that for years.

  • Jason

    I just heard about the name change from Century Link Field to Lumen Field. I’ve never heard of Lumen Technologies, LLC before.

    • art thiel

      You are not alone. The name was a recent invention. Had you heard of SoFi before the LA stadium was named?

      • Jason

        SoFi? No, I haven’t.

  • Kirkland

    For name changes, it can’t compare to the awkwardness of Houston’s Enron Field. People debated whether it should be renamed “BankRupt Ballpark” or “Debits Field”.

    • art thiel

      Be happy it’s not Boeing Field North.