For Highmark, the naming rights deal gives the health insurer a high-profile venue for creating awareness of its new identity.
“The Bills are a beloved institution in Western New York, and there is no better way for Highmark BlueCross BlueShield of Western New York to show that we plan to continue to be part of the fabric of this community than through this partnership,” David Anderson, CEO of Highmark Western and Northeastern New York, said in a statement announcing the deal.
Anderson said the two companies envision the stadium will be an “all-encompassing asset for our region and beyond.”
Highmark officials said the deal reinforces its commitment to the region, and that, in the future, “we hope the stadium will serve as a home for health and wellness events for children, families, and our community.”
Following the affiliation with Highmark, Buffalo-based HealthNow New York changed its name to Highmark HealthNow.
Highmark affiliation approved in February
Highmark is a $19 billion nonprofit that operates BlueCross and BlueShield plans in Pennsylvania, Delaware and West Virginia. It employed nearly 16,000 when its affiliation with HealthNow was approved. By joining with the much larger health insurer, HealthNow got a powerful ally at a time when it has become more difficult for smaller health insurance plans to survive.
