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New name for New Meadowlands Stadium?

The New Meadowlands Stadium hosts its first football

The New Meadowlands Stadium hosts its first football game -- a preseason tilt between the Jets and the Giants. (Aug. 16, 2010) Photo Credit: Newsday / J. Conrad Williams Jr.

MetLife is in "very advanced, but not complete” negotiations to become the naming rights sponsor for New Meadowlands Stadium, the Sports Business Journal reported Monday.

The stadium opened last year without a sponsor's name - as the Cowboys' new stadium had the year before - amid a soft market for naming rights in the wake of the recession that began in 2008.

SBJ said a MetLife deal would average $17 to $18 million, significantly less than initial projections for the potential naming rights value for a stadium housing two NFL teams.

Stadium officials were close to an agreement in 2008 with Allianz, but backed off amid controversy because of the German company's ties to the Nazi regime of the 1930s and '40s.
 

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