When the building first got its latest name in 1990, the business of college sports hadn’t quite hit mega-rich, and the cost for indefinite naming rights to the home of Colorado Buffaloes men’s and women’s basketball cost a one-time payment of $5 million.
Small potatoes for the Coors Events Center nearly three decades later.
United Airlines will pay the University of Southern California $69 million over 16 years for its name on the Los Angeles Memorial Coliseum. The University of Washington will earn $41 million over a decade for the naming rights to Alaska Airlines Field at Husky Stadium.