Since the Lehigh Valley IronPigs first pitch in Allentown in 2008, they have been among the attendance leaders each year in Minor League Baseball. And from the start, the team has called Coca-Cola Park its home. But this naming rights agreement between the beverage giant and the Iron Pigs will reportedly end in September 2027.
Now we’re left to wonder what’s next. Which company is poised to make a play and elevate its brand with a new naming rights agreement?
Putting a company’s name on a stadium makes a loud statement regionally and beyond. It can be a huge boost to grab recognition. It’s truly a marketing, public relations and advertising triple play that gains lots of attention. So naturally, Team SWBR sharpened its pencils and brainstormed a few companies that would best fill out the new lineup card.
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ET’s Brand Idea: C.F. Martin & Company (Martin Guitar)
Stadium Name: Six String Stadium
Why It Would Work: Sponsoring the IronPigs Stadium would allow C.F. Martin & Company to align its brand with community, tradition, and Americana. Values that closely mirror both baseball and acoustic music. Capitalizing on the strong local and regional audiences of the IronPigs, Martin Guitar would gain consistent, high-visibility exposure while reinforcing its deep roots in the Lehigh Valley. The partnership would also create opportunities for experiential marketing, such as live music nights, artist partnerships, and in-game activations, helping Martin connect with fans in a more authentic, lifestyle-driven way beyond just selling instruments.
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Jess’s Brand Idea: Wawa
Stadium Name: Wawa Field (or The Wawa Yard 👀)
Why It Would Work: If there’s one brand that has a cult following in eastern Pennsylvania, it’s Wawa. From pre-game hoagie runs to post-game snack stops, it’s already part of the game day ritual for so many fans. A partnership like this would feel instantly familiar and deeply local, which is exactly what makes minor league baseball so special.
“Wawa Field” has a simple, natural ring to it, but the real magic is in the experience. Think Hoagiefest tie-ins, coffee for those early weekday games, and exclusive ballpark menu items you can’t get anywhere else. Promotions could lean into fan traditions, like “Fuel Up Fridays” or late-inning snack deals that keep the energy going. It wouldn’t just be a naming rights deal, it would be a full-on extension of a brand people already love and interact with daily. That kind of built-in loyalty is hard to beat.
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Michael’s Brand Idea: Just Born
Stadium Name: Peeps’ Park
Why It Would Work: A naming partnership between the Lehigh Valley IronPigs and Just Born would be a perfect hometown match. Headquartered in Bethlehem, Pennsylvania, Just Born is famous for creating the colorful marshmallow treat Peeps, a product already synonymous with fun, family and the region itself. Renaming the ballpark “Peeps Park” would instantly give the stadium one of the most playful and recognizable names in baseball. Imagine bright Peeps colors popping around the ballpark each spring, mascot races featuring giant marshmallow chicks and “Peep-themed” home run celebrations. Minor league baseball thrives on creativity and community personality, and Peeps Park would embrace both by turning every game in the Lehigh Valley into a sweet, slightly silly, and totally unforgettable hometown experience.
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Dave’s Brand Idea: Pepsi
Stadium Name: Pepsi Park (kind of has a nice ring to it)
Why It Would Work: The cola wars aren’t dead yet. If PepsiCo were to swoop in and secure the naming rights to the stadium in Allentown, it would be a smooth move. It would definitely raise eyebrows. Pepsi could talk about picking up the slack where its rival fizzled out and failed to deliver. They could have a lot of fun with endless minor league baseball antics, events and gorilla marketing ideas to show how Pepsi is the top choice over Coke. It just seems like too good of an opportunity to not happen.
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Elizabeth’s Brand Idea: Eli Lilly and Company
Stadium Name: Eli Lilly Stadium
Why It Would Work: What’s in a stadium name? For the Lehigh Valley IronPigs, it means more than the suspense of a tied game in the ninth inning against their fiercest rival. So when Eli Lilly and Company, a global pharmaceutical firm, announced plans to build their first manufacturing facility in Pennsylvania—specifically here in the Lehigh Valley—the competition for naming rights to the former Coca-Cola Park didn’t just heat up; it became a full-count showdown under the bright lights in front of a packed crowd.
For this pharmaceutical juggernaut, acquiring the naming rights is a rockin’ power move on the same field as bigwig Major League baseball owners George Steinbrenner, Steve Cohen, and Guggenheim Baseball Management combined. And it would represent more than just a straightforward, simple elevation of their brand equity and claiming their share of voice as the newcomer in town. Instead, it’s a premier opportunity to leverage an electrifying platform to create purpose-driven storytelling, such as free health screenings or educational-focused events, during a pivotal moment of expansion in their history (and the Commonwealth’s). With a $3.5 billion investment set to create at least 850 jobs in Lehigh County, Eli Lilly and Company has a unique chance to bring its mission to the mound in front of thousands of fans and curate interactive and potentially life-altering experiences where, when it comes to improving the health and longevity of the community, everyone can leave a pennant winner.
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Emma’s Brand Idea: Crayola
Stadium Name: The Crayon Box
Why It Would Work: A stadium partnership with Crayola would work perfectly for the Lehigh Valley IronPigs because the company is already a well-known local brand based in nearby Easton. Crayola is all about creativity, color and fun, which fits perfectly with the family-friendly atmosphere of Minor League Baseball. Renaming the stadium something like “The Crayon Box” would make the ballpark feel bright, playful and unique while also highlighting a company that many local families already love. The partnership could also lead to creative promotions like coloring stations for kids, colorful giveaways, and themed game nights, making the stadium experience even more memorable for fans while giving Crayola great visibility in the community.
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Jackie’s Brand Idea: Hatfield | Clemens Food Group
Stadium Name: Hatfield Heritage Park
Why It Would Work: Some partnerships just make sense, and this is one of them. Hatfield is a Pennsylvania staple with deep local roots, just like the IronPigs. Pairing the two together feels authentic and creates a natural connection that fans would immediately understand and embrace. There is a subtle but undeniable synergy between the brand and the team identity. Without overplaying it, Hatfield has the opportunity to lean into the fun personality of minor league baseball with clever, well-placed nods that feel more wink than punchline. From elevated ballpark concessions to themed promotions and community-driven events, the brand could show up in ways that enhance the fan experience rather than distract from it.
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If you want to create a public relations, marketing or advertising moment that helps your company stand out from the crowd, contact SWBR and we’ll roll up our sleeves to help you shine.
