The University of Colorado is exploring naming rights agreements for two of its flagship athletic facilities as a strategy to plug a projected $27 million shortfall in its sports budget.
Folsom Field, the iconic football stadium that has been the Buffaloes’ home since 1924, and the CU Events Center, a 1979‑era arena that accommodates basketball and volleyball, are the primary targets of the initiative.
Athletic director Fernando Lovo, hired in December 2025, has made securing corporate partnerships a top priority, arguing that brand sponsorships can fund program enhancements without compromising the venues’ heritage.
Historical precedents in college sports
The model is not new; the University of Southern California recently struck a naming rights pact with United Airlines for the Los Angeles Memorial Coliseum, while Penn State reached a similar arrangement with West Shore for Beaver Stadium, illustrating how major collegiate programs blend commercial revenue with tradition.
If Colorado follows suit, the influx of capital could stabilize scholarship funding, upgrade facilities, and allow coaches to compete more effectively in recruiting, all while keeping the public names of Folsom Field and the CU Events Center intact.
The coming months will reveal which corporate partners are willing to step forward and how the university plans to balance financial necessity with the cultural significance of its storied venues.