Fresno State pursuing new naming rights deal for Save Mart Center campus arena

Fresno State has engaged the local sponsorship and event management firm David Nalchajian Inc., to solicit and help secure a naming rights deal for the Save Mart Center, its aging arena on the southeast corner of campus.

The contract between Nalchajian and the Fresno State Association, the nonprofit auxiliary that owns the multipurpose arena, does not include campus pouring rights that are a key part of the existing naming rights deal with Pepsi. A Fresno State spokesperson said the university would separate the two moving forward.

The contract with Pepsi, which was signed in 1999 and is worth $40 million, expires at the end of this year. Pepsi designated Save Mart Supermarkets as the naming party and Save Mart Center as the name of the venue under terms of that deal. The company retains the first right of refusal on campus pouring rights and had an opportunity to extend arena naming rights before the university was able to take that asset to market.

Pepsi makes annual payments to the Fresno State Association of $1.565,217.

Terms of Fresno State Association’s contract

Nalchajian, under terms of the contract, is to receive a commission equal to 10% of gross naming rights fees received by the Fresno State Association through a naming rights contract, though the association retains firm control over every element in securing a deal.

The association retains control and decision-making authority over all strategy, outreach, negotiations and deal development activities related to the naming rights, according to the agreement.

Nalchajian also agreed in the deal that he has no authority to bind or otherwise or obligate the association, California State University or the state in any manner. All term sheets, letters of intent, proposals, offers, communications of material deal terms or agreements related to naming rights require prior written approval from the association and, where applicable, execution by an authorized signatory of the association.

Nalchajian must get advance written approval of all industry categories and individual companies or entities prior to initiating any outreach, marketing, communication or contact of any kind.

The contract also states Nalchajian shall adhere to the association’s directives regarding approved and restricted categories, companies and outreach protocols and coordinate all communication in a manner designed to avoid conflicts, protect existing relationships and maintain the association’s institutional priorities.

Expenses, which preclude first- and business-class airfare, luxury lodging, alcohol and the billing of travel time, are reimbursable only if preapproved in writing and supported with receipts.

Most Pac-12 schools don’t have arena naming rights deals

The value of rebranded arenas vary widely, but Power Four conference schools at the top tier of college athletics have been able to secure lucrative naming rights deals for older or rebranded arenas.

Washington in March extended a naming rights contract with Alaska Airlines for a reported $28 million over 10 years, retaining the name Alaska Airlines Arena at Hec Edmundson Pavilion. Arizona will receive $27.7 million over 15 years from ALKEME Insurance to rename the McKale Center to McKale Center at ALKEME Arena, a deal with an annual average value of $1.85 million a year.

New Mexico, in the Mountain West Conference, completed a deal in February with an annual average value of $1.74 million a year over 10 years. Its iconic arena will be known as The Pit — Powered by Nusenda.

Many of the schools headed to a rebuilding Pac-12 Conference on July 1 do not have corporate naming rights deals for arenas that host basketball and volleyball — Gonzaga plays at the McCarthy Athletic Center, Oregon State plays at Gill Coliseum, Washington State at Beasley Coliseum, Colorado State at Moby Arena, Utah State in the Dee Glen Smith Spectrum, Texas State in the Strahan Arena at the University Events Center.

Boise State, when changing the name of its on-campus venue to ExtraMile Arena from Taco Bell Arena in 2019, received $8.4 million over 15 years, an annual average value of $560,000.

This story was originally published May 6, 2026 at 2:31 PM.