With the naming rights deal for Taco Bell Arena set to expire next year, Boise State will be searching for a new naming rights partner for the venue.
Taco Bell has had its branding on the arena since August 2004. The current naming rights deal with ES-O-En Corp., an owner of area Taco Bell franchises, does not expire until July 31, 2019, but the company has already told Boise State that it has no plans to renew the agreement.
While the company is still expected to be a supporter of Boise State athletics, its pending departure as the arena’s naming rights partner allows Boise State the opportunity to shop for a new agreement. That process is reported to have already begun. More from The Idaho Statesman:
The school already has started shopping the naming opportunity and expects to generate more revenue this time.
“They’ll do a lot better this time around,” said Chris Allphin, who handles naming rights deals as senior vice president of New York-based Van Wagner Sports & Entertainment. “… They’re pretty far under market rate. For 2004, that’s probably a great deal.”
Boise State’s agreement is with ES-O-En Corp. of Meridian, which owns local Taco Bell franchises. The business was a key supporter of Broncos athletics before the arena naming and will be after it expires, Athletic Director Curt Apsey said.
“Our marketing strategy is different now than it was 15 years ago,” Carl Nicolaysen, owner of ES-O-EN, said in a prepared statement. “We are ardent supporters of Boise State, its student-athletes and its programs, including the Taco Bell Leadership Scholarship. You will still see us in the stands, cheering for the Broncos, and (we) look forward to continuing that relationship in the future.”
Taco Bell Arena is used for a variety of events, including Boise State basketball. The venue originally opened as The Pavilion in 1982.