Gillette is New Name for Boston Stadium

The Gillette Company, Boston, MA, and The Kraft Group, Foxboro, MA, today announced a 15-year agreement that gives Gillette exclusive naming rights to the home stadium and sports complex of the New England Patriots football team and the New England Revolution soccer team.

Under the agreement, “Gillette Stadium” now replaces “CMGI Field” as the name of the 68,000-seat, open-air facility. CMGI is an internet company that announced it will refocus its energies and funds on restructuring. Gillette is also receiving an extensive package of sponsorship and promotional rights in and around the venue.

“With our deep New England roots and our company’s role as a pioneer in sports marketing, this new partnership with the Kraft organization and their New England Patriots and Revolution franchises is a natural,” insisted James M. Kilts, chairman and chief executive officer of The Gillette Company. “Millions of sport fans remember Gillette’s sponsorship of the World Series and other fabled sports events.”

The Gillette name on this state-of-the-art sports venue will be a new chapter in that grand tradition,” he continued. “Our research shows that our consumers are great sports enthusiasts, so we know that this sponsorship gives our brands an excellent opportunity to connect with our consumers.

Financial terms were not disclosed.