In an effort to generate additional revenue, several Group of 5 college football conferences have reportedly discussed the possibility of selling their naming rights to a sponsor. According to multiple sources familiar with the discussions, Conference USA (CUSA), the American, and the Mountain West have all explored this potential opportunity, following in the footsteps of the Big 12.

CUSA has been contemplating this idea for a few years now, but a deal is not yet imminent. Nevertheless, conference officials and schools revisited the topic during CUSA's recent spring meetings. One of the companies that have been mentioned in the discussions is Globe Life Insurance, among others.

This exploration by CUSA began in light of the name, image, and likeness rule changes introduced in 2021, along with a significant period of conference realignment, during which the league aimed to refocus its brand and identity. Luckily, the conference managed to survive the upheaval and even signed new television deals with both ESPN and CBS. Additionally, CUSA shifted its October games to midweek slots, providing its teams with a fresh, unopposed window for viewership. Furthermore, the conference will expand to 12 teams next year with the additions of Delaware and Missouri State.

The new commissioner of the American Athletic Conference (AAC), Tim Pernetti, has also expressed interest in exploring the potential of conference naming rights. Pernetti, with a background in sports business and private equity, has been actively seeking new revenue streams for college sports. During his tenure as Rutgers' athletic director, he successfully sold the naming rights to the Scarlet Knights' football stadium. Pernetti believes that forging partnerships and alliances with brands and companies can significantly strengthen college programs during this period of immense change.

It's worth noting that sponsorship and naming rights are not uncommon within college football, particularly with regards to bowl games. Some games maintain their traditional names while incorporating sponsorship, while others have completely replaced their original names with that of the sponsor. For example, the TaxSlayer Gator Bowl, established in 1946, was known as the TaxSlayer Bowl from 2014 to 2017.

These discussions within the Group of 5 conferences come at a time of great financial uncertainty. Power 4 (P4) conferences such as the Big 12 and ACC are grappling with significant revenue disparities compared to the Big Ten and SEC due to TV deals and College Football Playoff payouts. Additionally, P4 leagues are expected to allocate millions of dollars annually to compensate athletes, pending the approval of the House v. NCAA settlement.

At the Group of 5 level, schools will be receiving less money from the NCAA as a result of covering back pay damages from the House settlement. Furthermore, the new massive College Football Playoff contract is unlikely to provide substantial financial boosts to their respective conferences. Consequently, all avenues for revenue generation are being explored, including the possibility of renaming the conferences or adding sponsor names to the existing ones.

As these conversations continue, it is clear that college football conferences are adapting to the changing financial landscape and exploring innovative ways to secure additional revenue streams. According to Pernetti, these discussions are essential for the future sustainability and success of college sports.