The University of Colorado‘s arena is adopting a new name, as the former Coors Events Center has officially become the CU Events Center.
Coors has had its name on the arena since 1990, but that has officially changed. According to an announcement from the university, athletic director Rick George had discussions with both Adolph Coors Foundation officials and family members about retaining the name “with a new naming rights opportunity,” but that the parties ultimately declined.
The new CU Events Center name has already taken effect. It is anticipated that the university could pursue another naming-rights partner for the arena, though it will likely take time for a new agreement to be secured. More from The Denver Post:
“The Coors family has traditionally been very good to the University of Colorado, and they understood why we asked to go in this direction,” George said. “I can’t express enough our appreciation for their support through the years, and that support will be memorialized in the CU Events Center.”…
The Buffs will consider many factors in identifying the right partner moving forward for the CU Events Center.
“We’re certainly talking to a lot of different people about a relationship, and we’ll continue to have those discussions,” George told The Denver Post in May. “When you’re doing naming-rights deals, those are typically conversations and discussions that you’re having over many months, and it does take some time.”
CU Events Center originally opened in 1979, and hosts the university’s basketball and volleyball programs.