The following is the opinion and analysis of the writer:
Ray Lindstrom
I’ve heard plenty of complaints lately about the University of Arizona changing the names of its two primary athletic venues — the football stadium and the basketball arena.
As a proud University of Arizona alumnus from the days when in-state tuition was $100 a semester, I see it differently. I say Desireé Reed-Francois is one smart athletic director.
In fact, she didn’t just sell naming rights to the venues — she sold her own title. She’s not simply the Athletic Director at the University of Arizona. She is the R. Ken Coit Director of Athletics. You’ve got to hand it to her — she has figured out how to create revenue for the university out of thin air.
Take the football venue. For decades, it was simply Arizona Stadium. Now it’s Casino Del Sol Stadium, after a $60 million, 20-year naming-rights agreement. Sixty million dollars for a name on a building that was already there. That’s not selling out — that’s selling smart.
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The basketball arena required a more delicate touch. You don’t just discard the historic McKale name. So instead of replacing it, the university enhanced it. The longtime McKale Center remains — now partnered in a 15-year agreement worth nearly $28 million as the McKale Center at ALKEME Arena. The tradition stays. The revenue grows. That’s thoughtful stewardship.
Altogether, that’s $88 million generated through naming rights. I don’t even know what she got for changing her title, but I bet it was plenty.
What have we lost? Nothing.
What have we gained? Significant resources to build competitive athletic programs — which, judging by packed stands and strong television ratings, are exactly what Wildcats fans want.
Some critics object to the casino naming agreement, citing concerns about gambling. I understand the hesitation. But times change. Gaming is legal and regulated. I remember freshman orientation week when tobacco companies handed out free sample packs to students to get them hooked on their brand. You could smoke in campus buildings — even during class. Today, tobacco is banned across campus. Cultural standards evolve.
Alcohol was once prohibited on campus as well. Now it’s sold in arenas during games and advertised during sports broadcasts. Society adapts, and so does our university.
Renaming facilities is hardly unique to Arizona. Across the country, institutions are leveraging corporate partnerships to fund scholarships, facilities, and programs. The difference is intent: when naming rights generate revenue that supports students and athletics, the community benefits.
In a competitive collegiate landscape where facilities, recruiting, and program support determine success, creative revenue streams matter.
Desireé Reed-Francois understands that. She isn’t erasing tradition — she’s monetizing opportunity. She’s shaking the money tree in ways that protect the university’s financial health and competitive future.
From this old alum’s perspective, that deserves applause.
By the way, for the right price, I am also available for renaming. How does Ray “Jersey Mike’s” Lindstrom sound?
Bear Down.
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Ray Lindstrom is a member of The Arizona Broadcasters Association Hall of Fame. He is a lecturer/writer, now retired in Oro Valley.
