The bright yellow seats at the Pittsburgh Steelers' new stadium are colored after the team's uniform pants. But the seats might someday remind fans of mustard -- especially if the team slaps a big "Heinz" label on the place.
H.J. Heinz Co., the Pittsburgh-based ketchup and food conglomerate, has spoken to the team about naming rights for the new stadium -- but company officials said they don't know when, or even if, a deal will be completed.
The Steelers are hoping a naming rights deal will make them dollars -- about $4 million to $5 million a year, team president Dan Rooney has said. Experts say the Steelers could get up to $100 million over the next 20 years, based on similar deals cut in other cities.