• image descriptionViejas Arena

San Diego State University and Viejas Arena

The Challenge: In 2007, San Diego State University (SDSU) approached Premier regarding a valuation of their on-campus sports and entertainment arena, Cox Arena. Opened in 1997 as Cox Arena, the arena seats 12,414 for basketball and up to 12,845 for concerts.

It is home to SDSU’s men’s and women’s basketball teams and has hosted such acts as Aerosmith, Pearl Jam, Neil Diamond, Elton John and Bob Dylan, and is an important part of San Diego’s sports and entertainment past, present and future. As the Cox Communications Naming Rights agreement was set to expire in 2009, SDSU wanted to uncover the true value behind its Naming Rights and commercial assets to use as a negotiating point for a Cox Communications renewal, or as a go-to market price for new potential partners.

Premier Action:

Premier created a full Revenue Maximizer™ Report and valuation for SDSU and found that the arena was highly undervalued in its current agreement with Cox Communications. After on-site walk throughs of both the Arena and its surrounding areas on campus, Premier uncovered new commercial inventory opportunities that had not been created before, adding even more value to a partner package. SDSU came back to Premier after the valuation and requested Premier represent the University in seeking out the arena’s first new Naming Rights partner in over ten years.

“After reviewing numerous companies for valuation and sales representation for the Naming Rights to our on campus arena, the selection of Premier Partnerships was an easy one, but the best was yet to come. Upon being selected, Premier methodically put together a strategic and professional approach to selling our marquee property Naming Rights association. In short order, Premier uncovered a non-traditional category with one of San Diego’s hidden corporate gems; Viejas Enterprises. Premier patiently led us through the entire negotiation process and helped us quickly secure a final agreement on our new 10-year Viejas Arena partnership.  We couldn’t have been happier with the entire experience.”
– Dan Cornthwaite – Executive Director, Associated Students Inc. San Diego State University

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The Results

  • A new, 10 year Naming Rights agreement for the on campus arena was secured, and as of July 1, 2009 the arena became known as Viejas Arena, under the agreement between the University and the Viejas Band of Kumeyaay Indians
  • The new agreement secured over twice the annual revenue of the original Cox Communications agreement for the University
  • The agreement between SDSU and Viejas helped build a stronger relationship between SDSU and an important community partner and ensured the arena will remain a first-rate facility that brings world class sports and entertainment events to San Diego