Sahlen Field - Sports Stadium Signage

Project Background

Sahlen Field, home of the Buffalo Bisons, is a high-profile stadium in downtown Buffalo, New York. When Sahlen’s, an iconic upstate New York brand,  acquired naming rights, the venue required a full signage rebrand to reflect the new partnership.

Flexlume was brought in to lead the sports stadium signage effort, replacing all Coca-Cola signage with custom exterior and interior signage featuring the Sahlen Field brand.

Large scale rebrand projects are one of our specialties and working with the Buffalo Bisons on this project showcased how effective planning and communication lead to strong results.

Key Challenges

This sports stadium signage project presented several challenges:

• Tight Timelines: The most complex task was fabricating and installing dugout tops for both home and away teams within a 40-day window, aligned with the rebranding deadline.
• Durability & UV Exposure: The previous dugout signage had faded and peeled over time. A long-term solution was needed to withstand constant sun exposure without deterioration.
• Complex Scope: The project required coordination across multiple signage types, including large-format exterior signs, scoreboard mesh, gate signage, and custom dugout tops, all while maintaining consistency with the new brand identity.

Solution Proposed

Flexlume approached this stadium rebrand with a focus on precision, durability, and brand consistency.

• Dugout tops constructed using aluminum sheets with laminated vinyl artwork — a more durable alternative to traditional wraps
• Five large-scale exterior signs fabricated from 1/8" aluminum with routed and painted finishes, including:
  
  • 12'h x 17.14'w  sign mounted at the ends of the ballpark (2)
  • 14'h x 20'w  sign installed on the back of the scoreboard with no lighting and using the diamond shaped logo (1)
  • 15'hx21.42'w  mounted to the metal beams over the Washington and Swan Street Gates with no lighting and using the diamond-shaped logo (2)
• Installation of eight (8) new signs to go around the ballpark
• Scoreboard mesh signage:
  
  • 21' x 11.5' perforated printed mesh on front of the scoreboard with "Coca-Cola Field" in an arch using Coca-Cola Script
  • Replacement of all former Coca-Cola Field branding with new Sahlen Field visuals
• Rebranding legacy signage:
  
  • Removal, repainting, and reinstallation of the “Home of the Bisons” letters above the scoreboard
  • Replacement of all former Coca-Cola Field branding with new Sahlen Field visuals
• Reinforcement of 2x2 steel posts providing back support located in the scoreboard area.

Outcome

Flexlume completed the Sahlen Field signage rebrand on time and within scope, delivering a seamless transformation across multiple signage types. From large-scale exterior signs to custom fabricated dugout tops, each element reinforced the new Sahlen Field identity.

The upgraded dugout signage, redesigned with durable aluminum and laminated graphics, solved previous issues with fading and peeling, holding up under Buffalo’s weather conditions.

During the COVID-19 pandemic, Major League Baseball’s Toronto Blue Jays temporarily relocated to Sahlen Field due to cross-border travel restrictions. Flexlume was again called in to assist, installing new interior field padding branded for the Blue Jays.

Today, the Bisons continue to use Flexlume’s signage, which remains vibrant and consistent across the venue.

Looking for a Stadium Signage Partner You Can Count On?

Contact Flexlume to learn how we help sports venues bring their brand to life with signage that’s built to perform season after season.

Testimonial

This project reinforced Flexlume’s expertise in sports stadium signage, combining technical precision, fast turnaround, and long-term value. The Buffalo Bisons team expressed their satisfaction with the results:

"Working with signage on a day to day basis, the "proofs" or "mockups" are typically better than the actual sign when it's done. Flexlume's signs exceeded expectations and will be our main partner when it comes to major signage at Sahlen Field."

Anthony Sprague, Assistant GM Buffalo Bisons