Washington sells Husky Stadium naming rights to Columbia Bank for record $70 million deal
The University of Washington has agreed to a naming rights partnership with Columbia Bank that will rename Husky Stadium to Columbia Bank Stadium beginning with the 2027 season, according to the university. The deal, which is pending Board of Regents approval, is valued at $7 million per season over ten years for a total of $70 million, making it the largest naming rights partnership in college sports history. Combined with an existing naming rights agreement with Alaska Airlines for the Huskies' basketball arena, Washington is set to bring in nearly $100 million across the next decade from naming rights alone. The university's athletic director described the deal as a way to generate sustainable resources during a period of significant change in college athletics.
Why it matters
For brands: The deal sets a new benchmark for naming rights valuations in college sports, signaling growing commercial appetite for university venue sponsorships.
For coaches: Increased institutional revenue from partnerships like this can support program investment and recruiting budgets.
For athletes: Student-athletes at Washington may benefit from expanded resources funded in part by this record naming rights revenue.
For collectives: Large-scale sponsorship revenue flowing into athletic departments may shape how schools prioritize and fund NIL-related activities.
Read the full story at On3 NIL
Sources
- On3 NIL · Jonathan Wagner: Washington sells naming rights to Husky Stadium in largest naming rights partnership in college sports history