In addition to serving as home to SDSU’s men’s and women’s basketball teams, Cox Arena 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 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.


  • Secured a new ten-year naming rights agreement between the University and the Viejas Band of Kumeyaay Indians for the on-campus arena, establishing Viejas Arena as a regional landmark
  • 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
Premier not only was able to sell in our arena naming rights partner 9 years ago, but they came through again with a fair and mutually beneficial renewal to Viejas Arena for the next ten years. The process was professional, analytical and fiscally responsible for San Diego State University and the Associated Students. Premier started with their valuation services and followed up by leading our team in the negotiations to a meaningful agreement.
— CHRISTINA BROWN, Executive Director, Associated Students, San Diego State University