In 2021, Love’s announced that it provided the lead and naming gift for the University of Oklahoma’s new softball stadium. Three years later, Love’s Field is completed, and the first pitch will be thrown today, March 1.

Love’s Field includes the company’s name displayed at the top of the scoreboard as well as behind home plate. The facility will feature a 10,669-square-foot indoor training facility, which is more than double the size of the previous training space, and several team spaces, including a training room, locker room and classroom. It will also have space for a recognition area to showcase national championships, All-Americans and other outstanding accomplishments.

“My family and I are so proud to play a part in making Love's Field a reality,” Jenny Love Meyer, chief culture officer for the retailer, said. But she also pointed out that while the stadium might have the company name on it, this project took years and a village of dedicated people to complete.

“This 44,000 square-foot complex is a nod to Coach Gasso and all those who have been instrumental to building the Oklahoma softball dynasty and hopefully an inspiration for the female student-athletes who compete in it. They are our leaders of the future,” Love Meyer said. “Love’s is humbled to stand alongside the more than 1,100 donors who graciously supported this project. The $37 million raised is the largest dollar amount privately fundraised for a female-specific facility project in college athletics history.”

This year, Love’s is celebrating its 60th anniversary. According to Love Meyer, she sees many commonalities from when her parents opened the first store in Watonga, Oklahoma, in 1964, and Oklahoma’s softball Coach Patty Gasso’s journey to building a softball powerhouse in Norman, Oklahoma.

Love Meyer said, “With little money to invest and a growing family to support, my parents used a $5,000 loan to lease an abandoned service station in Watonga, a small community 60 miles west of Oklahoma City. … Similarly, when Coach Gasso arrived in Norman in 1994, she organized practices at a local park and needed to schedule practice in between slow pitch softball leagues.

The first pitch in Love’s Field coincides with the start of Women’s History Month.

In January, Love’s president Shane Wharton outlined the retailers 2024 plans.