The University of Colorado is discussing a deal for the naming rights to Folsom Field with at least one Colorado-based company, athletic director Mike Bohn confirmed.
School officials normally do not comment on ongoing negotiations with potential business partners but the cat was let out of the bag Tuesday when someone took a photo of a message displayed on the Folsom Field video boards reading "Welcome to Frontier Stadium."
That person then posted the photo on at least one message board at a CU fan site leading to speculation that a deal already had been completed.
The message was on the video boards in the stadium while a group of CU officials hosted representatives of Frontier Airlines.
It was designed to give company officials an idea of how the stadium might look on a typical game day if the company decided to purchase naming rights and rename the stadium Frontier Stadium at Folsom Field.
Frontier Airlines already is a major sponsor for CU athletics along with Safeway, Pepsi and Bank of the West.
The Camera reported several years ago that the Board of Regents gave initial approval to Bohn to pursue naming rights opportunities for the stadium with the stipulation that any deal retain Folsom Field as part of the name. The regents would have to approve any agreement.
"We recognize the significant partnership and activation opportunity that exists with a stadium naming relationship," Bohn said. "We have been working for the last several years to find a partner to play a role in our continued movement to the Pac-12.
"It would be premature to reveal potential partners or naming efforts at this time."
CU is believed to be targeting at least $1 million annually for the naming rights and an agreement ranging from 10 to 20 years.
If Bohn can finalize such a deal, it would give the school a significant chunk of new revenue at a time when it is badly needed because of the costs of changing conferences.
Colorado announced last year that it would leave the Big 12 and join the Pac-12 on July 1 of this year. In doing so, it agreed to forfeit nearly $7 million in conference distributions from the Pac-12. CU also will receive a limited distribution from the Pac-12 for the 2011-12 school year before receiving a full share during its second year in the conference.
CU officials have estimated that the change in conferences could cost anywhere between $10 and $16 million.