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Are small- and mid-market facilities having any success selling naming rights and, if so, what level of revenue is being generated? What consideration is offered and are there generally any other tie-ins?

Brian Keegan
Director
Veterans Memorial Civic & Convention Center
Lima, Ohio

With a little over 190,000 people in the greater Cedar Rapids area, we were proud to be the first building in the state of Iowa to secure naming rights. U.S. Cellular had been involved in event and interior signage sponsorships for quite some time and the success of those partnerships led us in June 2000 to the next level, naming rights. In addition to the $125,000 annual revenue, we receive cellular phone service for designated staff members, emergency phone service at our guest services booth, event listings in billing statements and event displays at their retail centers.

Sharon Cummins
Executive Director
U.S. Cellular Center-Paramount Theatre
Cedar Rapids Ice Arena
Cedar Rapids, Iowa

The City of Greeley (CO) has been pursuing naming rights for some time now. In the last two years, we have become more aggressive as new facilities have been built in our town (new Ice Haus, Family Fun Plex and Greeley History Museum). Historically, the City has allowed naming rights for a one-time donation. When the Union Colony Civic Center was built, that was the deal. Unfortunately, that eliminated any future funding from that resource. In our new agreements, we have made the effort not to sell ourselves short in value or too long in term. Our efforts have begun to bear modest fruit. Interestingly, we are currently having more success selling naming rights for areas or equipment within a venue rather than the entire venue.

Lonnie “EJ” Cooper
Director of Cultural Affairs
Union Colony Civic Center
Greeley, Colorado
(Ken D’Amato, recreation director, also contributed to this response)

The naming rights trend has moved to minor league sports, universities, convention centers, amphitheaters, etc. The relationships that are most successful are those that have an integrated mix of benefits that allow the naming rights partner to fulfill its branding, sales and marketing objectives. Most of these deals are done in the $100,000 to $500,000 range and vary anywhere from 5-20 years in length. Our records show that:

• There is at least one small market amphitheater deal (Alliant Energy Amphitheater in Dubuque, IA – details unavailable);

• There are several small market NCAA naming rights deals, including Boise State’s Taco Bell Arena, 15 year, $4M total; Christopher Newport University’s POMOCO Stadium, 10 years, $1M total; and Texas Tech’s United Spirit Arena (20 years, $10M total) and Jones SBC Stadium (20 years, $20M total);

• There are several minor league sports facility deals that range from 10 years for $450,000 to 15 years for $1.2M; and

• There are several miscellaneous deals (civic centers, convention centers, theaters, etc.) that range from 5 years $400,000 total to 20 years for $7.2M total.

• Adding together all naming rights deals that we know of (Minor League, Big 4, Misc., NCAA, Scholastic, International, Speedway, Training Facilities) there are more than 400 naming rights deals worldwide.

Rob Vogel
President and Chief Operating Officer
The Bonham Group
Englewood, Colorado

We have a 10-year naming rights agreement with Bank One (which was FirstUSA and will soon be JP Morgan Chase), which began in 1998 and generates $250,000 per year. The name is incorporated into all written, electronic and oral promotions, advertising and press releases relating to the programming and program activities for the Center. In return, Bank One has the right to use the facility for up to six calendar days per year, without rent.

Megan McGlinchey
Director of Operations
Bank One Center on the Riverfront
Wilmington, Delaware

Yes, several mid-market facilities are having some luck selling naming rights. In our case at WesBanco Arena in Wheeling, WV, the deal amounts to $2.3 million over 10 years and provides that our two resident sports teams, the Wheeling Nailers (ECHL Hockey) and the Ohio Valley Greyhounds (UIF Indoor Football) share the proceeds. WesBanco is a major regional financial institution with 53 branches in three states (West Virginia, Ohio and Pennsylvania). The consideration they receive is external and internal signage, season ticket and promotional packages from our sports teams, and a priority chance to purchase tickets for other events at the arena.

Denny Magruder, CFE
Executive Director
WesBanco Arena
Wheeling, West Virginia

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