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.
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.