Erik Brady

USA TODAY Sports

New Era Field is the new name of the stadium where the Buffalo Bills play. CEO Chris Koch hopes fans will come to call it The Cap.

“That’s what we would like,” he says. “It fits right into the current tagline we use: ‘This Is The Cap.’ ”

One of life’s immutable laws is that nicknames can’t be legislated; they must emerge organically.

New Era keeps players' heads, company's hearts in game

“It is true, you can’t give yourself your own nickname,” Koch says. “It’s just not right. So we’ll see how that kind of morphs and what comes of it.”

When the stadium opened in the early 1970s, at the dawn of the naming-rights age, Buffalo Evening News sports columnist Steve Weller suggested that, given the demonstrative nature of Buffalo fans, the ideal name might be Chock full o’Nuts Stadium.

“No comment,” Koch says with a smile.

A LOOK INSIDE THE NEW ERA FACTORY: