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Danny O'Neil covers the Seahawks for The Seattle Times.



April 1, 2011 at 12:37 PM

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Qwest Field: The rebranding begins

Posted by Danny O'Neil

The merger between Qwest and CenturyLink took effect April 1, and the two companies will operate under the CenturyLink name.

So where does that leave Qwest Field, home to the Seahawks and Sounders FC.

Well, it remains Qwest Field for now, but there will be some changes to the sponsorship items for the Sounders at matches later this month.

"CenturyLink is excited to become a vital part of the Seattle community, the Seahawks, Sounders FC, and incredible atmosphere fans of both teams provide," said Brian Stading, CenturyLink President, Northwest Region in a statement. "Transitional branding with sponsorship items inside Qwest Field begins in late April at the Sounders FC games. Fans will notice a new look to existing Qwest ads and promotions with this transitional branding."

OK, so in layman's terms, the name of the stadium isn't changing right now, but the logos you see on relating to Qwest's sponsorship of the Sounders will -- and it could be anything from trash cans to napkins to logos on the scoreboard -- are likely to have a new logo. And that new logo could include the logos for both Qwest and CenturyLink, which are now the same company.

The fact that this is transitional branding points to the reality that this isn't the last of the sponsorship changes.

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