Zimbalist said some naming rights deal generate significantly more revenue, but that those are typically for venues that host major league sports teams with national TV exposure. The naming rights deal with Valley View Casino was for $300,000 a year. Not every company that’s bought naming rights on stadiums and arenas has profited from it, but that’s true of all investments.” “The fact that naming rights continue to be an active market and the numbers continue to go up shows that it’s proven itself. “It helps you with consumers - it’s advertising your product,” Zimbalist said. Naming rights deals typically boost the exposure and credibility of businesses, he said. “Whether or not it’s worth it to the casino, I can’t assess.” “I think $400,000 is a very healthy price,” Zimbalist said by phone on Monday. The pact seems like a good financial deal for the city and the arena operator, said Andrew Zimbalist, an economics professor at Smith College in Massachusetts who is a national naming rights expert. In addition, a new professional lacrosse team, the San Diego Seals, will begin playing there in January. The arena, which opened in 1966, hosts more than 150 events a year, including home games for the minor league San Diego Gulls and the San Diego Sockers. “Large venue naming rights opportunities rarely avail themselves, so this was an opportunity we just couldn’t pass up.”

“It’s one of the top venues for entertainment in California,” he said. Munoa said the sports arena’s concert line-up for next year, which includes Elton John and Justin Timberlake, made the deal especially appealing. He said Pechanga typically draws more customers from Orange County and Los Angeles County than San Diego County. Munoa said Pechanga knows it faces fierce competition for San Diego customers from other local casinos, including Viejas, Sycuan, Barona, Harrah’s Rincon, Valley View and Jamul Casino.

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