Lincoln Financial Group’s purchase of the naming rights to the Philadelphia Eagles’ new stadium in 2003 has really been beneficial for the Radnor-based life insurance/retirement investment firm.

It didn’t seem so certain back in the day when executives didn’t like the fans and the media referring to the stadium as “The Linc”, writes Jeff Blumenthal for Philadelphia Business Journal.

Now they are grateful for the massive brand awareness from national broadcasts, including the recent trip to the Super Bowl.

Lincoln Financial paid $139.6 million for a 20-year naming rights deal when the stadium opened. The deal was extended in 2019 for another 14 years at $12 million annually, or $167 million total.

By putting its name on the stadium, “it really solidified our brand throughout the country. A lot of people [know] our brand. It’s obviously very big locally, but when you have the world [watching] — and the NFL has become global — it’s been terrific.” said John Kennedy, president of Lincoln Financial Distributors and head of brand.

“The Linc” recognition goes beyond just the Eagles now and includes concerts and soccer matches drawing national and international attention, like the 2026 World Cup.

Read more about Lincoln Financial Group’s naming rights on the Eagles stadium at Philadelphia Business Journal.