The $2.2 billion Texas Dow Employees Credit Union may get more than what it bargained for after signing a $15 million, 10-year naming rights deal Tuesday for the University of Houston's football stadium.

Credit unions typically pay for stadium or arena naming rights for branding and marketing opportunities to retain members and attract new ones by expanding local or regional market awareness.

However, the brand new $105 million, 40,000-seat facility will open as TDECU Stadium Aug. 29 to a national audience of college football fans.

On that evening, the University of Houston Cougars football team will host the UTSA Roadrunners, giving the night lights of TDECU Stadium an opportunity to shine on ESPNU TV.

The naming rights deal provides the credit union with a suite on the 50-yeard line, one of 26 sold out suites in the facility. Additionally, TDECU members and employees will receive ticket discounts.

“We are proud to have the TDECU name on the new stadium as a visible sign of our commitment to the University and the Houston community,” TDECU President/CEO Stephanie Sherrodd said in a prepared statement. “TDECU's core values are shared by the University of Houston in improving the lives of those around us in order to build for the future.”

The naming rights deal also requires TDECU to sponsor the “Cougar 100,” which recognizes fast-growing businesses owned or led by UH alumni.

The Lake Jackson, Texas-based TDECU serves more than 186,000 members and is the largest credit union in the Houston market.

Instant Insights /

TDECU Stadium Deal Includes National Exposure

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