• image descriptionViejas Arena

San Diego State University and Viejas Arena

The Challenge:

Home to SDSU’s men’s and women’s basketball teams, Cox Arena has also hosted legendary music acts including Pearl Jam, Elton John and Bob Dylan. With the Cox Communications naming rights agreement set to expire in 2009, SDSU wanted to determine the true value of its naming rights and commercial assets to use as a negotiating point for renewal or as a go-to market price for new potential partners.

Premier Action:

Premier prepared a full Revenue Maximizer™ Report and valuation for SDSU that found the arena’s current agreement with Cox Communications was highly undervalued. After on-site walk-throughs of both the arena and its surrounding on-campus areas, Premier identified new commercial inventory opportunities, adding even more value to a naming rights partner package. Encouraged by Premier’s creative and methodical approach, SDSU asked Premier to 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 raming 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

  • Secured a new ten-year naming rights agreement between the University and the Viejas Band of Kumeyaay Indians for the on-campus arena to be known as Viejas Arena
  • Doubled the annual revenue received by SDSU under the terms of the original Cox Communications naming rights agreement
  • Helped build a stronger relationship between SDSU and an important community partner
  • Ensured Viejas Arena will remain a first-rate facility that brings world class sports and entertainment events to San Diego