A new hospitality space at the north end of the New England Patriot’s Gillette Stadium in Boston will be known as the Globalization Partners Atrium.
The naming rights announcement was made as part of a ground-breaking ceremony at Gillette Stadium in Foxborough, Massachusetts, that commenced the next phase of the most dramatic venue improvements since its opening in 2002.
The project is scheduled for completion prior to the start of the 2023 NFL season.
The Globalization Partners Atrium will feature 50,000ft2 of year-round hospitality and function spaces.
The lighthouse that served as Gillette Stadium's signature icon in the north end of the stadium is being replaced with a bigger and better version that will now stand 218ft high and provide a grand entrance with four elevators to access the Atrium.
The Atrium will also feature expansive indoor space with a 58ft-high sloped glass wall facing the north plaza, a high-definition media wall and a two-tier outdoor balcony with unobstructed views to the field.
Similar to the Optum Field Lounge, membership opportunities to the Globalization Partners Atrium will be offered exclusively to existing Patriots season ticket members, who can anticipate receiving additional details prior to the start of the 2022 season.
On non-event days, the Atrium will be available to host corporate functions and social events for more than 1,000 guests.
Diane Albano, chief revenue officer, Globalization Partners, said:
We're very excited to be entering into this partnership with the Kraft family and Gillette Stadium as part of this amazing north end expansion project. This Atrium represents so many of our shared characteristics including a tradition of excellence and leadership that this will continue to symbolise for years to come.
Globalization Partners is a Boston-based, industry-leading Global Employment Platform and the official international employment platform of the New England Patriots.
Vice president of corporate partnerships Murray Kohl said:
We are thrilled to establish a long-term naming rights partnership with a Boston-based company that is committed to innovation and modernisation.
We are eager to work with Globalization Partners to provide another platform to reach global audiences. In addition to the branding throughout the Atrium, they will also have prominent signage on the entrance into our new lighthouse, which will provide year-round access and an enhanced view into Gillette Stadium.
Just above the Globalization Partners Atrium, Gillette Stadium's north end expansion project will feature the largest outdoor stadium high-definition video board in the country, measuring 22,000 square feet.
When completed, the site will include an entirely reimagined Enel Plaza leading into the stadium, a 21-story lighthouse with a 360-degree observation deck at the top, connectivity on all levels of the stadium, and enhanced fan amenities.
PSAM editor John Sheehan caught up with Yves De Cocker, Managing Director of PitchTecConcept, who explains how his company bridges the gap between sports organisations and the technology used in the playing surface industry.
PSAM Presents... PitchTecConcept from Hemming Group Video on Vimeo.
The interview covers:
Yves 20+ years industry leading experience in the evolution of hybrid grass, trends he has noticed and some of the notable projects he has been involved with
The key reasons for Yves launching PitchTecConcept
Common mistakes often made with playing surface management
The steps he offers as a bridge between the industry and the end user
Advice to clubs looking to maximise their event calendars without compromising on the performance of their playing surface