Colorado AD Fernando Lovo reveals key factors in Folsom Field, CU Events Center naming rights talks
Still just a few months into his tenure at Colorado, Fernando Lovo has made it clear he’s looking to find new revenue streams. One way to do that, he said, is through naming rights. Lovo confirmed he has been part of naming rights talks for Folsom Field, which has never had a sponsor.
The CU […]
Still just a few months into his tenure at Colorado , Fernando Lovo has made it clear he’s looking to find new revenue streams. One way to do that, he said, is through naming rights. Lovo confirmed he has been part of naming rights talks for Folsom Field, which has never had a sponsor.
The CU Events Center previously had an agreement with Coors , but that partnership ended in 2018. SUBSCRIBE to the On3 NIL and Sports Business Newsletter In the new era of college athletics, where schools are searching for new ways to generate revenue, Lovo said Colorado has been “really aggressive” with regard to naming rights. He pointed to the athletics department’s current stature as a reason why the conversations are happening now.
“That’s a big priority for me,” Lovo told The Daily Camera’s Brian Howell . “Again, we look at our market, we look at our brand. We have an incredible brand here, but you also factor in Coach Prime and our other coaches, and we’re one of the most-watched teams in our conference and nationally.