Prisma Health replaces Segra, which served as the venue's naming rights partner for 11 years since the ballpark opened in 2016. The new agreement expands on an existing relationship between the health system and the baseball team, focusing on community health, wellness programming, and youth initiatives.
“Our commitment to the Midlands is about more than providing excellent health care when people need us. It’s also about helping build healthier, stronger communities,” said Jennifer Montgomery, CEO of Prisma Health’s Midlands Region. “Prisma Health Park gives us another opportunity to connect with people outside the traditional health care setting.”
Prisma Health employs more than 32,000 people statewide and accounts for over eight percent of Richland County’s total employment base. Prisma is also South Carolina's largest healthcare provider.
Columbia Mayor Daniel Rickenmann praised the milestone, highlighting the ballpark's role in driving growth across the surrounding district.
“The Fireflies have been a tremendous partner in the growth and revitalization of the BullStreet District, helping transform the area into a destination where residents and visitors can come together,” Rickenmann said. “Having South Carolina’s Prisma Health name on the ballpark makes this partnership even more meaningful.”
Since opening a decade ago, the venue has welcomed nearly 2.5 million fans across more than 600 Fireflies home games. Beyond minor league baseball, the stadium hosts more than 150 private, corporate, and philanthropic functions annually, alongside college baseball games, high school football games, concerts, and food festivals.
The stadium also functions as a public park during non-game hours, featuring a one-third-mile walking concourse open daily to local residents.
“When we came to Columbia, we promised this ballpark would be more than a place to watch baseball. It would be the front porch of BullStreet and a gathering place for the whole of the Midlands,” said Fireflies Managing Owner Jason Freier. “Prisma Health is our neighbor, the region’s largest employer, and a partner that shares that vision.”
The team announced that the first major event under the new venue name will be the return of Fireflies Holiday Lights, which opens Friday, November 20. The annual winter event drew nearly 60,000 visitors to the ballpark last year. Tickets for the holiday light show start at ten dollars and are available online at FirefliesTickets.com.
