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Business Observer Thursday, Jun. 14, 2018 1 year ago

Brewery lands 10-year naming rights deal for university arena

USF’s Sun Dome will become the Yuengling Center.

TAMPA — Effective July 1, the University of South Florida’s Sun Dome will be known as the Yuengling Center.

According to a press release, D.G. Yuengling & Son Inc. signed a 10-year naming rights deal that was negotiated by Tampa Bay Entertainment Properties (TBEP), which manages the 10,500-seat arena. Yuengling owns and operates a brewery located just a mile away from the USF campus.

“Upon assuming management of the Sun Dome and the multimedia rights for USF Athletics, we identified the joint priority of selling naming rights to the arena,” states Steve Griggs, CEO of Tampa Bay Sports & Entertainment, the parent company of TBEP, in the release. “And we pledged to the university that we would identify a reputable company with solid leadership and a strong local presence, one that USF would be proud to call a sponsor. D.G. Yuengling & Son Inc., led by the Yuengling family, will prove to be a great partner for the university and its constituents.”

Yuengling and TBEP, the release states, are planning an extensive corporate and social responsibility campaign to complement the naming-rights deal. Among the highlights will be designated ride-share locations around the arena, as well as student-body messaging initiatives.

“In Tampa Bay and across the country, the Yuengling family is known for its commitment to the community,” states USF System President Judy Genshaft in the release. “We are grateful to have such a well-known and reputable family associated with USF. We especially appreciate the efforts to promote corporate and social responsibility as part of this new affiliation.”

Established in 1829, Yuengling markets itself as America's oldest brewery. In addition to Tampa, the family-owned company has two other breweries, both located in Pottsville, Pa.

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