Lone Tree, Colo.-based Public Service Credit Union has signed a $37.7 million deal with Colorado State University to become the school's new stadium sponsor and official partner, marking one of the largest collegiate athletic venue naming agreements in history.

According to announcements from the credit union and the school, the 15-year agreement includes escalator clauses for inflation and a signing bonus. It is part of a larger plan to change the credit union's name and brand, which it plans to launch in about six weeks. Public Service Credit Union has $2.3 billion in assets and about 230,000 members.

“This opportunity is a perfect fit because Colorado State University and Public Service Credit Union share values — this is about much more than a logo on a stadium,” the credit union said. “Like CSU, we are also driven by passion. And our passion puts people before profits. Our credit union impacts our community as we stand shoulder to shoulder united in our love for Colorado and championing for CSU students, faculty and alumni to succeed both today and tomorrow.”

After including a separate $20 million donation for the naming rights to the field, the deal brings Colorado State's naming rights revenues to $57 million in total for the stadium, the school said.

“This is comparable to the recently announced $69 million United Airlines Memorial Coliseum at University of Southern California and the $41 million Alaska Airlines Field at Husky Stadium at the University of Washington,” it noted.

The 727,000-square-foot facility opened in 2017. The playing field will remain named for the school's former head coach Sonny Lubick, who is also vice president of community outreach for the Public Service Credit Union.

“This partnership has been 10 years in the making and ensures that PSCU will help the more than 33,000 CSU students, nearly 1,500 academic faculty, over 4,300 administrative staff along with the nearly 57,000 CSU alumni in the Denver metro area afford life and simultaneously create positive change for our entire membership. We couldn't think of a better way to create even deeper and broader impact in Colorado,” Public Service Credit Union President and CEO Todd Marksberry said.

“As an industry, credit unions have struggled with awareness,” Marksberry continued. “We frequently think of ourselves as the best-kept secret in North America; but, what makes this agreement even more compelling is that it goes beyond awareness and the tremendous honor of naming the stadium. As official credit union, we will be growing relationships with students, faculty, staff and alumni; helping them create brighter financial futures. As we reveal our new brand and name in the coming weeks, we know our members will see just how well it represents both our history and our bright future. We are confident that the University community will be thrilled as well.”

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Public Service CU Signs Massive Naming Rights Deal

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