Washington sells Husky Stadium naming rights to Columbia Bank in $70 million deal

Husky Stadium will carry a corporate name for the first time. Washington's Board of Regents on Thursday approved a 10-year agreement with Tacoma-based Columbia Bank, and the venue on Lake Washington becomes Columbia Bank Stadium on Jan. 1, 2027, KCPQ reported. On Montlake's Christian Caple put the value at $70 million, or $7 million a year. KOMO News cited Sports Business Journal in calling it the largest stadium naming rights deal in college sports.

The price shows how much the market has moved. As Roundtable Sports noted, Alaska Airlines paid $42 million over 10 years starting in 2015, and that deal covered the field name plus the basketball arena at Hec Ed. The airline has since renewed its arena rights alone for $28.4 million over 10 years. The stadium opened in 1920 as University of Washington Stadium and has been Husky Stadium since after the 1970 season.

What matters most for the football program is where the money goes. Roundtable reported that Washington entered this season near the bottom of the Big Ten and the Power Four in roster payroll. The school is still taking a half share of conference media revenue and won't get a full share until after the 2029-30 academic year, and the new deal runs beyond that point. Athletic director Pat Chun said the deal would help with NIL but was careful not to oversell it, telling reporters it "does not solve our problems by any stretch of the imagination," according to Roundtable. The university's release also lists a nutrition program, an education initiative and an Olympic sports fund among the uses. A jersey patch sponsor is the next possible source of revenue, but Chun gave no timeline.

What it means for Saturday at Michigan State

Nothing about the deal changes the game in East Lansing on Saturday (BTN), but the timing matters. At 5-4, Washington needs one more win to reach bowl eligibility, and it has two chances left: this trip, and the home finale against Indiana on Nov. 21, which will still be played at Husky Stadium because the new name doesn't start until January.

The Huskies opened 3-0, lost three straight to Minnesota, USC and Iowa, then won at Purdue 38-26 and at Nebraska 17-10. Last week they lost 28-25 to Penn State. That makes them 2-4 in Big Ten play, and three of their four losses came by four points or fewer. They have also won both of their true road games in the last month.

The market has Washington as a road favorite. On this site's board, which tracks 12 venues, Novig lists the Huskies at -156 on the moneyline, and theScore Bet has the best price anywhere at -155, so the venues are almost even. Michigan State is +153 on Novig. On the spread, Washington is favored by 3.5 at +104 on Novig. BetRivers has the Spartans' side at +4 (-115), half a point more than Novig's +3.5 (-106). Novig's total is 44.5, while Hard Rock Bet has the over at 43.5 (+100). That fits a Washington team whose last two games were decided by a combined 10 points. Sportsbook hold on the moneyline runs from 3.0% to 6.5%.