Towson Athletics Partners With Legends to Secure New Arena Naming Rights Partner

October 2, 2023

Legends to Lead Search for Partner Aligned with Towson’s Commitment to Community and Delivering a Best-in-Class Experience for Students, Student-Athletes, Alumni and TU Fans 

Towson Athletics x Legends

Towson University Director of Athletics Steve Eigenbrot today announced that Legends, a global premium experiences company, has been selected to oversee a search to secure a new naming rights partner for the Tigers’ arena.

This announcement follows a mutual agreement between Towson University and SECU to end the current arena naming rights agreement when the contract expired on September 30, 2023. SECU has been the arena naming rights partner since the facility opened in Fall 2013. In the interim, the arena will be called TU Arena. 

“TU Arena naming rights presents a unique opportunity for a brand to send a message about its commitment to the state of Maryland and beyond,” Eigenbrot said.  “From hosting 24 high local school graduations all the way to the national CBS Sports broadcast of our basketball games, our new naming partner will have a truly unique opportunity to send a loud message about its commitment to the local community, our 20,000+ Towson students on campus and the millions that view our brand on national and regional television each year.”

“Legends is excited to partner with Towson to find an arena naming rights partner who aligns with the university’s strong values, commitment to community, and investment in creating opportunities for TU students and student-athletes,” said Michael Behan, COO, Collegiate Partnerships at Legends. “With more than 150 years of history, this is a unique opportunity for a brand looking to connect with greater Baltimore.”

The 5,200-seat multi-purpose TU Arena is home to four Towson Tiger athletics teams – men’s and women’s basketball, volleyball, and gymnastics. During the first 10 years of the arena, the teams have a combined home record of 313-146, a .682 winning percentage.

The 117,000-square-foot venue has 340 club seats, four private suites and nearly 100courtside seats. Upon opening, the arena was awarded LEED Gold certification for energy use, lighting, water and material use, and other sustainable features.

The arena is the current home of the Baltimore Blast of the Major Arena Soccer League and hosts more than 100 events annually, ranging from concerts to commencements.

“As one of the top-50 public institutions in the nation, and with the largest incoming student class in university history, TU is also uniquely poised as an anchor institution with growing momentum,” added Eigenbrot. “I am confident a new arena naming partner will benefit from that partnership.”

Legends brings a depth of experience in the naming rights space, using a data and analytics-based approach from the search process through to creating unique, holistic partnerships that expand far beyond the name on the building. Most recently, Legends secured the San Diego State University’s Snapdragon Stadium, Georgia Tech’s Bobby Dodd Stadium at Hyundai Field as well as Los Angeles Rams’ and Chargers’ SoFi Stadium, the Las Vegas Raiders’ Allegiant Stadium, Hollywood Park’s YouTube Theater and the Columbus Crew’s Field.

See also: Press Release