Segra Park, the ballpark that has anchored Columbia's BullStreet District for a decade, is getting a new name. The Columbia Fireflies and the City of Columbia announced a 15-year partnership with Prisma Health that will rename the venue Prisma Health Park, making the state's largest healthcare provider the stadium's official naming-rights partner.
The renaming closes out an 11-year run under the Segra name, according to WIS-TV, which first reported the deal Wednesday. The station notes the ballpark sits near Prisma Health's largest Midlands facility, and the new arrangement builds on an existing relationship between the Fireflies and the healthcare system — including Fireworks with the Phil, a Prisma Health-presented event that has run at the ballpark for years. As WLTX reported, Prisma Health accounts for more than 8% of Richland County's employment base, per the announcement, and employs more than 32,000 people statewide.
Ballpark Stays the Fireflies' Home Year-Round
Despite the name change, the venue's role won't shift. Prisma Health Park will remain home to Fireflies baseball and continue serving as a year-round venue for community events, the station's report states. The ballpark hosts 66 Fireflies home games each year and has welcomed nearly 2.5 million fans across the team's first 10 seasons in Columbia, plus more than 150 private, corporate and philanthropic events annually, per the same account.
Beyond baseball, the stadium hosts concerts, food festivals, college baseball games and high school football games, and it doubles as a public park during the day, complete with a one-third-mile walking path along the concourse that's open to the community. Jennifer Montgomery, CEO of Prisma Health Midlands Region, framed the rebrand as a way to broaden the healthcare system's reach. “Prisma Health Park gives us another opportunity to connect with people outside the traditional health care setting,” she said.
Fireflies and City Leaders Weigh In
Fireflies managing owner Jason Freier said the ballpark has become a gathering place and that Prisma Health shares that vision, while Fireflies president Brad Shank said the partnership enables more work together on health and wellness programming and youth initiatives. Columbia Mayor Daniel J. Rickenmann said the partnership represents another step in the growth of the BullStreet District.
Earlier this fall, Freier had signaled the ballpark was due for another round of investment. “We feel like it is time to make another investment into the ballpark,” he told Cola Daily in September, though that report did not detail terms tied to any naming-rights talks.
Holiday Lights Arrives Before New Signage Goes Up
Officials say new Prisma Health Park signage won't go up until after Fireflies Holiday Lights wraps, meaning the annual lights display will be among the first major events under the ballpark's new name even before visitors see it reflected on the building itself. Fireflies Holiday Lights returns November 20 and features more than 40 nights of festivities, including snow play, rides on the Fireflies Express, s'mores and dancing lights. The event drew nearly 60,000 visitors in 2025, and tickets start at $10.
Naming the stadium after a hospital system isn't unique to Columbia. In Pennsylvania, the Triple-A Lehigh Valley IronPigs' Coca-Cola Park is set to become Jefferson Park starting with the 2027 season as part of an expanded partnership with Jefferson Health, according to Phillies Nation, which reported that deal will extend to fundraising efforts through the IronPigs Charities initiative once ABARTA Coca-Cola Beverages' naming rights end in September 2027. The Houston Astros took a similar 15-year path with their own naming-rights agreement, inking a deal with Daikin Comfort Technologies North America in 2024, as MLB.com reported at the time.
