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'Farmers Field' Naming Deal Announced for Downtown Stadium Plan

By Eric Richardson
Published: Tuesday, February 01, 2011, at 09:21AM
Farmers Field Gensler

A rendering by Gensler shows the Farmers Field logo atop the NFL stadium and events center proposed by AEG.

If the NFL returns to Los Angeles in the next few years, the team or teams that come to town will have Farmers Field to call home. AEG and Farmers Insurance on Tuesday morning announced a 20-year, $700-million naming rights deal for the stadium and events center planned to rise next to Staples Center and L.A. Live.

The announcement event was as much pep rally as press conference, with Mayor Antonio Villaraigosa, several members of the Los Angeles City Council, former NFL players, Laker greats Magic Johnson and Jerry West, boxer Oscar De La Hoya and business leaders all among those on-hand to cheer on the stadium plans.

“There will not be another city in the United States of America with an entertainment and convention complex quite like this one,” said Villaraigosa, who stressed the jobs that would be created by the facility and the rebuilt convention center.

“This is a historic moment in our city’s history,” said Councilwoman Jan Perry.

The Farmers Field plan is just the most recent to try and score that elusive Convention Center touchdown.

» Live Updates — Last: February 01, 2011

  • 10:12AM The Mayor and Councilwomen Jan Perry and Janice Hahn have taken turns talking about how excited they are for the stadium (ERIC)
  • 09:53AM Probably three dozen TV cameras here for this event. AEG knows how to pull a crowd to press conferences. (ERIC)
  • 09:51AM Eli Broad is on video right now, talking about how Los Angeles needs the NFL back (ERIC)
  • 09:37AM Magic Johnson is among those in the audience today (ERIC)
  • 09:35AM Heavy turnout here at the Convention Center for the Farmers announcement, which is being broadcast live on Fox Sports and ESPN710 (ERIC)

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