Valuing a Naming Rights Partnership for the Tucson Convention Center

Client Challenge

The Tucson Convention Center and OneAZ Credit Union were advancing a potential naming rights partnership that would attach OneAZ's brand to both the convention center and the Tucson Arena. To ground the deal in market reality and support negotiations for both sides, the parties needed an independent valuation benchmarked against comparable convention center and minor league arena naming rights agreements and built up from a detailed inventory of the specific assets in the proposed package.

Approach

Victus Advisors conducted a naming rights valuation analysis tailored to the combined convention center and arena opportunity. The work included benchmarking against five comparable convention center naming rights deals and four comparable minor league arena naming rights deals in similarly sized markets, translating those comparables into annual dollar-per-visitor ranges for the Tucson facilities and a detailed asset-level valuation of the specific categories included in the proposed OneAZ agreement (signage, digital media, hospitality, activation, intellectual property and proprietary platforms).

Benefits to Client

The analysis produced a defensible valuation for the proposed partnership. Based on comparable deal benchmarking, Victus estimated a likely combined annual naming rights range of roughly $1.0 million to $1.5 million for the Tucson Convention Center and Tucson Arena. A detailed asset-level buildup of the specific categories in the OneAZ package produced a total annualized value of nearly $1.1 million in 2025 dollars. These findings equipped both parties with a common fair market reference point to finalize deal terms with confidence.