CLEVELAND — The Cleveland Browns stadium's name has been changed to Huntington Bank Field.

The team announced a multi year agreement securing naming rights to the stadium. The new deal is expected to bring financial benefits to the team, but how much promotional benefit will Huntington Bank get from the deal?  

While fans watch their favorite football team play, a different kind of game has been going on behind the scenes, and these plays have been just as complex.

The Browns officially entered a new naming rights agreement with Huntington Bank this month and transformed the stadium into Huntington Bank Field just days before the season opener. 

Jim Kahler, the director of sports and entertainment management program at Cleveland State University, said the new deal is very beneficial to the franchise.

"The interesting thing here with the Browns most people wouldn’t understand, they outsourced the sale of the naming rights, so sure they were involved, but they brought a company in called Legends to take the lead in finding the naming rights partner," he said.

So who benefits when a stadium name is changed?

"Oh by far Huntington Bank will benefit the most I believe, but lets say a conservative projection might be 10 to 15 million dollars a year, but Huntington is making that decision to take those dollars out of their, maybe their traditional advertising," he said.

Kahler even went one step further and said he expects Browns fans to follow in the team's footsteps.

"Passionate fans of the Browns are going to be three times as likely to refer people to Huntington Bank and twice as likely to do their banking if they are that passionate about the team," he said.

Data from the Rolling Stone shows fans are 70-80% more likely to support sponsors they see attached to their favorite team.