Birmingham’s new amphitheater picked up a recognizable name today with the announcement that it will be the Coca-Cola Amphitheater.

Dozens were on hand for the announcement at the site where the 9,000-seat, $50 million development is rising on the campus of the former Carraway Hospital.

Coca-Cola Bottling Company United inked a 10-year agreement to be the title partner for the venue. Financial terms were not disclosed.

Coca-Cola Amphitheater, set to open summer 2025, is hoped to bring some of the most popular artists to Birmingham, establishing the city as a premier destination for live entertainment and enriching the city’s cultural landscape.

“In Birmingham, there’s no brand that’s more historical and synonymous to this city than Coca-Cola,” said Jay Wilson of LiveNation Birmingham. “They’re incredible community partners. We worked with them at Oak Mountain for many, many years. We go way back with the Coke team there and it’s just a really strong relationship and makes great sense for us to continue working together.”

The amphitheater naming rights combined with the Coca-Cola headquarters rising south of Interstate 20/59 between downtown and the airport might make some think that Birmingham is rivaling Atlanta for the title of being Coca-Cola Town.

“I’d say we’ve surpassed it,” Mike Succo, president and CEO of the bottling operation in Birmingham, said. “I would say this may be the new home of Coca-Cola. This is definitely our home for Coke United. We’ve been here 122 years, and we’re going to be here for a little while longer. We’re real happy with this. We’re excited about both of them.

“You’ll see it (the Coke sign) as you’re flying into town or out of town, and, obviously, this will be in the view as well. You’ll get to see Coca-Cola everywhere.”

Coca-Cola United board Chairman Conrad Rafield took a more diplomatic stance, since the company is also operating in Atlanta territory.

“The head of our eastern division might think a little differently about that,” Rafield said. “Atlanta’s the home of Coca-Cola. It’s ground zero. We like to think of Birmingham the same way.

“Coca-Cola United has been here 122 years,” he said. “We’ve got quite a presence here.”

Wilson said all of the marketing for the development will be for the Coca-Cola Amphitheater.

Neither party was initially willing to provide details of the deal. Rafield eventually acknowledged that the agreement on naming rights is for 10 years.

“We don’t discuss financial terms, at any level. Not just this but anything,” he said. “We get asked a lot. We’re so happy to get this thing going. It’s been quite a journey.”

Said Wilson: “What I can say is it’s a good, long partnership like we had for all these years in the past. It’s just a continuation and it’s going to be a nice, long partnership going forward.”

“We’re beyond thrilled,” the LiveNation Birmingham rep said. “We wake up every morning excited to talk to agents and our associates at LiveNation about what we can bring here. That always makes it fun when you can get up in the morning and realize, ‘Wow. I get to book bands at this beautiful place.’ We’re thrilled.”

Wilson was asked about the future of Oak Mountain Amphitheater, which was LiveNation’s regional home.

“We had a great 38-year run and we’ve turned our attention completely to this venue, which opens next summer,” he said. “I think there are some plans being put together that I’m not at liberty to discuss right now.”

Has Oak Mountain seen its final show?

“Like I said,” Wilson said, “our attention is to this place starting June of 2025.”

During the press conference, BJCC CEO Tad Snider acknowledged residents of the Druid Hills Neighborhood where the amphitheater is being built. Among the people in attendance was Edna Freeman, who has lived there since the 1980s.

“By Carraway closing, it closed every restaurant and everything up here we were able to go to,” she said. “As I see it today with the amphitheater and everything going around, I see progress from my neighborhood. I see my neighborhood changing and developing into that neighborhood I once knew in the early ’80s.

“I’m happy and I’m excited that they decided to build the amphitheater in my neighborhood,” Freeman said. “I think it is a good thing for my neighborhood.”