The following document contains some frequently asked questions about the partnership announcement between UNM Athletics and Nusenda Credit Union, and The Pit - Powered by Nusenda.
For more details on the historic partnership between University of New Mexico Athletics, Nusenda, and The Pit - Powered by Nusenda, click here for the complete release.
Who are Playfly Sports and UNM Sports Properties?
Playfly Sports is a national sports marketing and multimedia rights company that partners with professional teams and collegiate athletic departments to manage sponsorship and media assets.
UNM Sports Properties, a subsidiary of Playfly Sports, has served as the exclusive multimedia rights holder for UNM Athletics since 2019. Through this agreement, UNM Sports Properties manages UNM Athletics sponsorship assets, including facility naming rights, signage, event marketing, and select digital content, on behalf of UNM Athletics.
What is Playfly Sports/UNM Sports Properties' involvement in the deal?
As is typical in collegiate sports, UNM outsourced its multimedia rights through a competitive RFP process to Playfly. Playfly manages corporate sponsorship opportunities for UNM Athletics, including naming rights for athletic facilities. The naming rights agreement between UNM Sports Properties and Nusenda was executed consistent with the terms of UNM’s existing multimedia rights agreement with Playfly.
How much of the sponsorship is to be paid to Playfly/UNM Sports Properties?
The naming rights agreement will follow the terms outlined in UNM’s existing agreement with Playfly. UNM’s full multimedia rights agreement with Playfly is a public document and may be located here.
What is the overall financial commitment and term?
The agreement is for 10 years. It begins at $1.5 million in year one and increases by 3% annually, resulting in an average annual value of $1.74 million per year over the course of the term. The agreement is subject to final approval by the UNM Board of Regents.
Has Nusenda paid anything yet / made a deposit?
Nusenda is an existing corporate sponsor. As the partnership transitions to include naming rights, the first naming rights payment of $1.5 million for the 2026-27 year will be paid in two installments to UNM Sports Properties, with the first half due September 1, 2026, and the second half due February 1, 2027. This payment cadence will continue each year of the term.
How will the sponsorship money be used?
Similar to other corporate sponsorship revenues, funds generated through the naming rights agreement may support UNM Athletics’ operating budget. These resources may help fund coaches, staff, scholarships, student-athlete services (including Olympic sports), and name, image, and likeness efforts across UNM’s athletic programs.
Why is Nusenda investing in naming rights at The Pit?
Nusenda’s investment in The Pit reflects a partnership of four decades with the University of New Mexico, supporting students, faculty, staff, families, and the broader Lobo community. As a strong, member-owned credit union celebrating 90 years of community impact, Nusenda is making a forward-looking investment at a time when the collegiate landscape is rapidly evolving. Naming rights allow Nusenda to deepen its partnership with UNM, enhance resources for all student-athletes, expand financial education programs, and strengthen one of the state’s most iconic venues, all while staying true to its mission of serving members and the broader community.
How long has Nusenda Credit Union partnered with UNM?
Nusenda Credit Union has partnered with the University of New Mexico for more than 40 years, supporting students, faculty, staff, and the broader Lobo community. The existing relationship includes an on-campus branch, longstanding financial literacy programs, resources through the UNM Center for Financial Capability, and support for student athletes across every sport. The naming of The Pit builds on this decades-long commitment to student success, community pride, and strengthening financial well-being across the state.
Who is Nusenda Credit Union, and what makes them a good fit for this partnership?
Nusenda Credit Union is one of the region’s most stable and trusted financial institutions, serving nearly 300,000 members across New Mexico and West Texas. As a not-for-profit, member-owned cooperative, Nusenda focuses on returning value directly to its members through competitive rates, low fees, and more than $90 million in special bonus dividends since 2009. The credit union is deeply committed to community wellbeing and, over the past decade, has invested more than $10 million through grants, sponsorships, and community programs, supporting education, economic opportunity, and essential services. Its philanthropic work is strengthened by the Nusenda Foundation, established in 2015, to support long-term community impact. With its financial strength and mission-driven focus on education and community investment, Nusenda is a natural partner for UNM and the Lobo community.