Jones Beach Theater Naming Rights Goes to Health Giant

Scott Roth/Invision/AP
Calvin Harris performs at the 2016 Billboard Hot 100 Music Festival at Nikon at Jones Beach Theater on Aug. 21, 2016, in Wantagh, N.Y. 

New York's legendary Jones Beach Theater has a new name. The 65-year-old amphitheater, owned by New York State and operated by Live Nation, has entered into an exclusive multi-year agreement with health industry giant Northwell Health and will now be known as Northwell Health at Jones Beach Theater.

Opened in 1952 under the direction of urban planner Robert Moses as a venue for musicals, Jones Beach shifted its focus to concerts in the early 1980s. In 2002, clothing company Tommy Hilfiger bought the naming rights and renamed it the Tommy Hilfiger at Jones Beach Theater. Four years later, Japanese electronics manufacturer Nikon assumed the rights and it became Nikon at Jones Beach Theater until last November.

Concertgoers at the 14,000-seat venue on Long Island will begin seeing new signage, posters and graphics branded with Northwell across the venue and parking areas. As an added touch, the company will begin offering health screenings at concerts.

"This partnership provides us with a unique opportunity to not only showcase the Northwell brand, but also celebrate the intersection of life and health at at destination that draws hundreds of thousands of concertgoers annually, furthering our mission of improving the health of the communities we serve across Long Island and the entire New York area," said Ramon Soto, senior vp at Northwell Health.

Upcoming concerts at Jones Beach include Jason Aldean, Steve Miller, Nickelback, Rod Stewart and Kings of Leon, among others.

"We are thrilled that Northwell Health has chosen the legendary Jones Beach Theater as a platform to heighten their visibility and connect with thousands of concertgoers," said Andy Peikon, senior vice president of venue sales at Live Nation. The length of the naming rights deal, as well as the financials behind it, have not been disclosed.