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Volume 25 No. 210
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Univ. Of Colorado To Begin Process Of Rebranding Coors Event Center

Colorado AD Rick George has led efforts to rename the school's Coors Event Center basketball facility for several years, and he said that the signage "will start to be removed from the facility" as early as this summer, according to Kyle Fredrickson of the DENVER POST. Options for its replacement "fall in two categories: a philanthropic donor or business partnership." CU gave Coors the naming rights to its facility after it donated $5M for the "completion of a separate building, the Dal Ward Athletic Center, without a set contract term length." That will "change for the next namesake." George said, “What we would look at is a 10-to-15 year deal. I think the long-term 20-to-25 year deals, while there may be a few of them here and there, the (shorter) relationship makes sense because the market conditions change so much in that time period.” He added, “We’re certainly talking to a lot of different people about a relationship and we’ll continue to have those discussions. When you’re doing naming-rights deals, those are typically conversations and discussions that you’re having over many months and it does take some time” (DENVER POST, 5/8).