Credit unions in California, Florida and Hawaii recently signednaming rights deals with college football programs to broaden theirbrand name recognition with students in an effort to attract a newgeneration of members.

On Sept. 10, CEFCU Stadium – Home of the Spartans at San JoseState University hosted its first football game against PortlandState.

Last month, San Jose State University and the $5.4 billionCitizens Equity First Credit Union announced a $8.7 million,15-year deal to rename the 30,456-seat stadium after the Peoria,Ill.-based cooperative. In 2008, CEFCU acquired the San Jose-basedValley Credit Union in a purchase and assumption agreement afterthe California credit union had been placed into receivership.

The Valley name was kept until 2011 when its name was changed toCEFCU. Even though the credit union has been growing its members,deposits and loans by double digits, the San Jose market is verylarge and CEFCU needed to increase its brand recognition amongconsumers, CEFCU President/CEO Mark A. Spenny said.

“San Jose is a growth market for us and so this seemed to besomething that would benefit everyone involved, including thestudents and the community by enhancing the athletic programsthere,” Spenny said. “And obviously, we hope to increase our namerecognition in the market.”

The naming rights funds will be used to support scholarshipcommitments for student athletes, the university's athleticoperations and improve the stadium and other facilities.

Spenny noted San Jose State University is the No. 1 school forengineering graduates, many of whom land jobs at Silicon Valleycompanies. More than 31,000 students attend the university.

A football field has been renamed Hawaiian Tel Federal CreditUnion Field at Aloha Stadium after the Honolulu-based cooperativeagreed to pay $275,000 annually over the next three years for thenaming rights of the 50,000-seat stadium.

The new name was unveiled Sept. 10 during the first Universityof Hawaii home game against Tennessee Martin.

According to the Associated Press, Hawaii Airlines paid $2.5million over five years in its naming rights deal at Aloha Stadiumthat expired in December.

The stadium's new name, Hawaiian Tel Federal Credit Union Fieldat Aloha Stadium, is displayed on the field's new $1.2 millionartificial turf. More than 18,000 students attend the University ofHawaii.

For $1 million, the $1.3 billion Pen AirFederal Credit Union in Pensacola, Fla., secured the namingrights of a football field at the University of West Florida, whichlaunched its first football program this season.

The venue is named Pen Air Federal Credit Union Field, home ofUWF football on the Pensacola Campus.

The credit union has a longstanding relationship with theuniversity.

“Supporting programs like UWF Athletics, the alumni association,financial education boot camps and now Pen Air Field, are some ofthe many ways we connect and support our vibrant and growing localuniversity and community,” Stu Ramsey, president/CEO of Pen Air,said. “The football program has been a dream for many years and weare proud to be a part of it.”

More than 12,000 students attend UWF.

“This (naming rights deal) is ensuring the future of not onlyour community but of our credit union,” Pam Hatt, director ofmarketing, public relations and business development, said. “Thisis reallocating our marketing dollars and doing things a little bitdifferently.”