FAYETTEVILLE, Ark.— Additional financial details have been released around the sponsorship by a credit union of the University of Arkansas’ football stadium, with the same report also comparing the deal to what credit unions elsewhere are spending for naming rights.
As the CU Daily reported here, the University of Arkansas and CommunityAmerica Credit Union announced a long-term partnership that will rename Donald W. Reynolds Razorback Stadium as CommunityAmerica Razorback Stadium beginning with the 2027 football season.
According to a report by Whole Hog Sports, it is the most lucrative deal of its kind in college football, with the agreement worth a total of $70 million over 13 years, for an average of about $5.4 million annually.
20% Larger Than Other Deals
“The average annual value is roughly 20% larger than the next-largest known college football stadium naming agreement between USC and United Airlines,” Whole Hog Sports reporting, saying the university had declined to release financial details of the agreement when the partnership with the $9-billion CommunityAmerica, which is based in Lenexa, Kan., was announced last week. Athletics director Hunter Yurachek cited competitive advantage as a reason for not releasing the amount.
Whole Hog Sports said Yurachek told the University of Arkansas Board of Trustees in September he believed the rights to Razorback Stadium could fetch between $4 million and $5 million per year. Asked last week if he was satisfied with the new agreement given that estimate, Yurachek said, “It was a very favorable financial agreement for the University of Arkansas, the publication stated.
‘Comes Down to Dollars and Cents’
Yurachek told Whole Hog Sprots the unconventional 13-year duration of Arkansas’ agreement with CommunityAmerica “comes down to dollars and cents, and really what they were comfortable spending and how that broke down year by year.”
Whole Hog Sprots said the first year of the deal beginning in 2026 includes the multimedia rights portion, which includes assets such as radio advertisements and ribbon and video board ads. On July 1, 2027, the naming rights portion of the deal will go into effect.
As the CU Daily also reported, the University of Arkansas’ deal with CommunityAmerica also includes the renaming of the SEC Club on the north end of the stadium.
NIL Carveout
Yurachek said there is a “carveout” for name, image and likeness deals intended specifically for football players in the agreement with CommunityAmerica, Whole Hog Sports reported, meaning athletes will have the opportunity to sign NIL deals to promote the credit union, as well as the stadium naming rights.
As the CU Daily also reported earlier, the multi-phase agreement includes:
- Naming rights to CommunityAmerica Razorback Stadium beginning with the 2027 football season.
- Designation as the Official Credit Union of Arkansas Athletics.
- Sponsorship of Arkansas Athletics programs and events.
- Renaming the SEC Club inside the stadium as the CommunityAmerica Club.
- Name, Image and Likeness (NIL) opportunities for Razorback student-athletes.
- Financial education programs for student-athletes.
- Launch of CommunityAmerica Razorback-branded checking accounts, debit cards and credit cards in 2027.
As the CU Daily recently reported here, MSUFCU has entered not a 10-year deal to have its logo appear on the uniforms of Michigan State University’s athletic teams.
Overview of Naming Rights Deals
Below is a chart assembled by Whole Hog Sports showing what other naming rights deals have cost, including those involving credit unions.
