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Giants announce naming rights deal with Quest Diagnostics

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The New York Giants’ headquarters and practice facility has been renamed the Quest Diagnostics Training Center under a partnership announced today between the team and the Madison-based laboratory services company.

Besides naming rights, the multiyear deal calls for the Giants to work with Quest to develop services related to athletic performance, training and reducing injuries, according to a press release. The partnership, which also allows Giants players to volunteer with Quest, dovetails with its newly formed sports diagnostic business.

Financial terms of the sponsorship were not disclosed.

The organizations unveiled their agreement today at the training facility, which had been named the Timex Performance Center since 2010. The building, which will host the NFC team in next year’s Super Bowl, shares the footprint of the Meadowlands Sports Complex with MetLife Stadium.

Frank Vuono, co-founder of 16W Marketing LLC, said in a prepared statement that the partnership gives Quest a “broad platform in which to continue to expand its brand and business initiatives.” The deal also includes branding on the team’s practice uniforms and “media, hospitality, exposure and signage benefits on game days at MetLife Stadium.”

“Quest operates in a very unique and highly regulated industry, so both parties had to be extremely creative and flexible in order create a mutually beneficial partnership,” said Vuono, whose East Rutherford-based marketing firm was retained by Quest in the deal.

Quest reported $7.4 billion in revenue last year and has been active on the business front. Most recently, it acquired the lab-related clinical outreach operations from California-based Dignity Health.

Reporter Joshua Burd is @JoshBurdNJ on Twitter.

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