Colorado-based New Belgium Brewing, maker of Fat Tire and more than a dozen other beers, "is putting its name and its product on the party deck of the north end zone" at Colorado State Univ.'s $220M stadium, set to open in '17, according to a front-page piece Kelly Lyell of the Ft. Collins COLORADOAN. New Belgium is donating $4.3M, its "largest sponsorship deal ever, for the naming rights to an area referred to in the original stadium design as the 'Pitkin Porch.'" CSU AD Joe Parker said that the cost of building the bar, with a patio seating area, "will be less than half of what New Belgium is donating, with the additional money going toward sponsorship rights." Parker said that the porch "will be opened for a number of other events each year beyond the school’s six home football games." Parker added that school officials and their marketing partner, Learfield Sports, "are still seeking a sponsor for stadium naming rights" (Ft. Collins COLORADOAN, 8/9). In Colorado, Mike Brohard notes the patio "has three tiers that go down to the field level, and Parker said it’s designed to accommodate 1,200 people." Parker added an agreement "is still being worked out for exclusive 'pouring rights'" for New Belgium products at the patio, but not throughout the stadium (Loveland REPORTER-HERALD, 8/9). Also in Denver, Mark Harden noted New Belgium President & CEO Christine Perich "negotiated the naming deal" with CSU. She and brewery co-Founder Kim Jordan are alumni (BIZJOURNALS.com, 8/8).
