Alice Silver Jewels NEW!
Alice Silver Jewels NEW!
Alice Silver Jewels
11 People Tagged.For many years, the University of California had a lock on naming rights to virtually all the football games it played. Now, it’s an active player in arena naming rights.
This week it revealed a deal that could be worth millions to the San Diego-based USC Sports Properties.
As part of the deal, USC is also expected to get a chance to own the naming rights to the Desmond Court, the Huntington Bank Pavilions, and as many as four other on-campus events. That’s music to the ears of USC fans.
“That allows the university to own those all-important marketing rights to them,” says USC senior associate athletic director Pat Courtney.
Back when the deal with the university’s athletic department was announced, commentators called it an important win for the city of San Diego. San Diego State was the most prominent southern neighbor.
But Courtney says the relationship between the university and the city is tight.
“The university is a major economic driver in San Diego,” says Courtney. “With the new master plan for the San Diego Convention Center, and the number of convention space that we’re going to have to rent for our events, there’s a lot of reasons why the university wants to be working very closely with the city.”
The deal with USC will also bring a regional marketing opportunity for the university, says Courtney.
“The mission of the university is to engage the entire region of California and the rest of the country. The university doesn’t have the big name that a lot of the other institutions in California have,” says Courtney. “So this is an excellent way to leverage the existing assets of the university.”
He says the real estate holdings on the campus are among the best in the country, and will be in addition to the game-day operations, a media center, a training facility, and a sports medicine facility that USC already owned.
Courtney says the university has invested in that infrastructure as it has grown.
“This is really a wedding of the name we have to try and now own.” says Courtney.
It’s not just the branding of the facilities, but that infrastructure, that’s the value proposition, he says.
Although the deal has not yet closed, the arena deal has been approved, and the university will soon begin negotiating its lease with the team.
It will also have to negotiate a lease with the City of San Diego.Q:
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