August 11, 2025 • Athletic Administration • Facilities

Facility naming rights drive innovation and community engagement

by David Kelley, Professor, University of Cincinnati Sports Administration Program

At the interscholastic level, naming rights deals have become a more feasible and creative way for high schools to generate revenue and support their athletic programs. Here are a few ways these deals have manifested at the high school level:

Local Sponsorships: High schools often partner with local businesses, such as banks, auto dealerships, law firms, and health care providers, to name a few, to secure naming rights for their stadiums and athletic fields. These partnerships can provide significant funding for facility upgrades and other school needs.
Community Engagement: By involving local businesses, schools can strengthen their ties with the community. This not only benefits the school financially but also cultivates a sense of shared pride and purpose.
Revenue Generation: Naming rights deals can generate substantial revenue for schools. For example, some high schools in Ohio, Texas as well as in Florida have secured six-figure sums from these agreements, which can help alleviate budget pressures and support student programs.
Enhanced Visibility: Partnering with reputable companies can raise a school’s profile in the community, attracting positive attention and potential students.
Expanded Programs: The additional funds from naming rights deals can be used to expand educational programs, offer new courses, or support extracurricular activities and the performing arts.

As it relates to local Corporate partnerships, they can provide a wide range of benefits for high school athletic programs beyond just funding for sports facilities. Some key areas where these partnerships can make a significant impact include, but are not limited to, the following:

Equipment and Uniforms: Funding can be used to purchase new and high-quality sports equipment, uniforms, and gear, ensuring that student-athletes have the best resources available.
Travel Expenses: Corporate sponsorships can help cover travel costs for away games, tournaments, and competitions, allowing teams to participate in a wider range of events.
Facility Upgrades: Beyond naming rights, partnerships can fund improvements to existing facilities, such as adding new bleachers, upgrading locker rooms, or installing better lighting and sound systems.
Scholarships and Awards: Sponsorships can support scholarships for student-athletes, as well as special recognition awards for outstanding performance and sportsmanship.
Program Expansion: Additional funds can help expand athletic programs to include more sports, intramural activities, and even new coaching positions.
Community Events: Sponsorships can support community events such as sports camps, clinics, and charity matches, fostering a stronger connection between the school and the local community.
Educational Programs: Some partnerships extend beyond athletics, supporting academic programs like STEM initiatives, health and wellness programs, as well as leadership development.
Marketing and Promotion: Corporate partners can help with marketing and promoting school sports events, increasing attendance and community engagement.

Here locally in the Cincinnati area, in 2021, Milford High School successfully entered into an exclusive marketing and sponsorship agreement with Cullen Electric. As part of that deal, Milford’s Eagle Stadium was rebranded as Eagle Stadium Powered by Cullen Electric. As such, the deal provides significant funding for the school’s athletic department and helps support various programs and facility upgrades.

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This innovative partnership not only benefits the school but also enhances community engagement by involving a local business in the school’s activities. As such, this is a great example of how naming rights deals can create win-win situations for both schools and sponsors. As a result, the example above demonstrates how naming rights deals can be a valuable source of funding for high schools while also benefiting the local community and businesses involved.