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Jacksonville Jaguars bank extension with naming rights partner

US financial services company EverBank has extended its stadium naming rights deal with NFL American football franchise the Jacksonville Jaguars, signing a 10-year contract worth $43m (€31.6m).

The new agreement will begin after the forthcoming 2014 season, and continue through the 2024 campaign.

EverBank originally signed a five-year agreement with the Jaguars that began in 2010. The deal renamed the Jacksonville Municipal Stadium as EverBank Field.

The partnership extends EverBank’s deal to serve as the Jaguars’ official bank and means the Jacksonville-based company will continue with promotions during Jaguars game broadcasts and a variety of other media rights. The agreement also includes prominent signage at the stadium and elsewhere around Jacksonville, as well as the EverBank Fantasy Football Lounges inside the stadium.

The 67,000-seat EverBank Field has undergone more than $60m in enhancements funded by the Jaguars and the city of Jacksonville ahead of the 2014 NFL season. Those upgrades include the world’s two largest LED video display screens, which were unveiled on Friday, and exclusive cabana lounges, two of which feature swimming pools overlooking the field.

Jaguars president Mark Lamping said the agreement not only gives the Jaguars incentive to strengthen the stadium for the annual Florida-Georgia college American football game but to continue attracting high-profile events to the stadium.

“You can count on the Jaguars becoming even more aggressive in the future to attract big events to EverBank,” Lamping said. “Our interests are totally aligned not only with EverBank but what’s in the best interest of the city.”