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Report: Conference USA exploring 'multi-million dollar naming rights sponsorship'

IMG_6598by: Nick Kosko06/13/24nickkosko59
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Conference USA Athletics

Conference USA is the latest group to explore a naming rights sponsorship, after the Big 12, according to Yahoo Sports’ Ross Dellenger.

“More news: Conference USA is also deeply exploring a multi-million dollar naming rights sponsorship, sources tell Yahoo Sports,” Dellenger wrote in a Twitter thread. “One of the companies under consideration is Globe Life. Possible new league names include Globe Life Conference USA or Globe Life Conference.

“Conference USA officials have spent months in deep discussion about a naming rights deal, and there is wide support within the conference for such a move, sources tell Yahoo Sports. A deal could be finalized within the next year.”

In the ever-changing landscape of college athletics, conferences not named the Big Ten or SEC want to keep up in the financial arms race. It remains to be seen what Conference USA would be renamed to, or if happens.

But, it’ll give more financial backing to the conference, even if its named “Globe Life Conference USA.”

Conference USA joins Big 12 in potential naming rights move

According to a report from ESPN’s Pete Thamel, Big 12 is exploring selling its naming rights to a title sponsor.

The deal could produce potential revenue in the “hundreds of millions over the course of the deal” and would be one of the largest commercial deals in collegiate athletics history.

The news is just the latest as conferences explore new ways to generate revenue against an ever-changing backdrop of college athletics. A recent House vs. NCAA settlement that will force programs to reallocate a significant chunk of funds has been an impetus for change.

The Big 12 has been as aggressive as any conference in brainstorming ways to cut down on the growing revenue gap between the league and more established cohorts like the Big Ten and the SEC.

Earlier Thursday, news emerged that the league was considering a private equity investment of up to $1 billion for a healthy percentage stake in the conference.