ALBUQUERQUE, N.M.–Nusenda Credit Union has entered into a $17.4-million naming rights deal with the University of New Mexico (UNM) and UNM Sports Properties that will rename University Arena, well known as “The Pit,” as “The Pit – Powered by Nusenda.
“For more than four decades, Nusenda has been a trusted partner of our university. This expanded commitment reflects not only the strength of that relationship, but a shared belief in the importance of investing in student-athletes and sustaining one of New Mexico’s most visible community institutions,” UNM President Garnett S. Stokes said in a statement.
According to the organizations, the naming of The Pit represents the most visible expression of a relationship that began in 1985. Over that time, Nusenda has invested nearly $7 million into university initiatives, including the UNM Center for Financial Capability, UNM Rainforest and Innovate ABQ, the UNM Wireless Project, the Nusenda Lobo Landing branch in the Student Union Building, and other philanthropic commitments to UNM Hospital and Popejoy Hall.
‘More Than a Name on Building’
“This partnership is more than putting our name on a building. For more than 40 years, we’ve supported UNM students, faculty, and families with resources that strengthen their financial well-being,” Nusenda President and CEO Michelle Dearholt, a two-time graduate of the University of New Mexico, said in a statement. “From our Lobo Landing branch to funding the Center for Financial Capability on campus, each step has been about deepening our relationship and creating opportunities. The Pit – Powered by Nusenda is the next chapter in our journey, and one that allows us to celebrate Lobo pride while investing in our student-athletes. As a local, trusted financial institution for 90 years, we know the community’s history and needs, and we’re proud to support the fans and the future of the Lobo family.”
Additional Tie-Ins
The partnership will also include financial literacy education for all of UNM’s 400+ student athletes, focusing on personal financial wellness. Logos and signage reflecting the new moniker are expected to be installed prior to tip-off of the 2026-27 basketball season, the organizations said, adding that fans looking to support UNM Athletics through its partnership with Nusenda can get UNM and Lobo branded debit and credit cards, available now.
