Chick-fil-A has extended and expanded its sponsorship of the College Football Hall of Fame, gaining a more prominent placement in the facility’s name.
The downtown Atlanta attraction will change its name to the Chick-fil-A College Football Hall of Fame, which is less cumbersome than its previous full name: the College Football Hall of Fame and Chick-fil-A Fan Experience.
The new title-sponsorship deal with the Atlanta-based restaurant chain is extremely long-term, running through 2044 with options to extend for another 10 years. Financial terms were not disclosed.
“This sponsorship extension ensures that the Hall of Fame will remain a vital part of Atlanta’s vibrant downtown for generations to come,” Joe Saracino, vice president of brand strategy and media for Chick-fil-A, said in a statement Friday.
Dennis Adamovich, the Hall of Fame’s CEO, said in an interview that the deal “truly solidifies using us as a platform both nationally and locally” and signals that Chick-fil-A “is going to help us further the mission of ... building the city of Atlanta as the sports hub in college football.”
“We are thrilled to look ahead to the next chapter for the Hall of Fame with Chick-fil-A and our other partners behind us,” Adamovich said.
The announcement comes several weeks after another of the Hall of Fame’s founding partners, Peach Bowl Inc., extended its sponsorship for 10 years. The Peach Bowl organization contributed an additional $8 million to the Hall of Fame as part of that extension.
The College Football Hall of Fame opened in Atlanta in August 2014, following a decision by the National Football Foundation to move the facility here from South Bend, Ind.
Adamovich said the NFF board is “very supportive” of adding Chick-fil-A as title sponsor.
Archie Manning, the NFF’s chairman, said in a statement: “On behalf of our board, our members around the country and the entire college football community, a big thanks to Chick-fil-A for helping keep the legacy of our sport alive.”
The Hall of Fame building is scheduled to get new signage, reflecting the new name, on May 24.
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