Rebranding New Era Field

Situation

After signing a seven-year deal with the Bills, Buffalo-based New Era Cap Company sought to erase decades of stadium/name controversy in a major rebranding overhaul that included the on-site, ADPRO Sports Training House for players.

Solution

Britten was hired to design, engineer, and install dimensional and wayfinding signage at the ADPRO training center, as well as wide format graphics, banners, and outdoor banner/frame systems on the back of the end zone scoreboard and above the stadium’s North and South entrances. Standard billboards measure 14’ x 40’. But for showing off their home field pride, the Bills and New Era wanted to go three-times bigger with an end zone banner measuring 35’ x 158’. Britten delivered (and installed) the large, custom frames in addition to all other signage and graphics. Together, they form a winning combination that delivers big, eye-catching banners stretched tight on sleek, polished, rust-resistant frames.

Impact

To partner once with one of America’s best known and beloved NFL teams is an honor. Getting the invite to return and do work again and again is a testament to the Britten team’s ability to meet any challenge. From graphics and signage updates to regular changeouts of the massive end zone/entrance banners, Britten has served the branding needs of New Era stadium managers every year since 2016.