A year after it opened, the arena at the University of Central Florida is still in need of a naming-rights sponsor.
A year after it opened, the arena at the University of Central Florida is still in need of a naming-rights sponsor.
The issue is clear: no one wants to pay what UCF and sponsor Front Row Marketing thinks the rights are worth. Of course, the beauty of the free market system is that markets set the value of things like naming rights, and given the economic unsurety in the last six months, the market is saying naming rights are worth a lot less than they were — especially with financial institutions shying away from any deals.
