The University of New Mexico and Nusenda Credit Union Announce 10-Year Naming Rights Partnership for University Arena – The Pit

ALBUQUERQUE, N.M. – The University of New Mexico (UNM), UNM Sports Properties, and Nusenda Credit Union (Nusenda) today announced a 10-year partnership that will provide an average annual value of $1.74 million in support of UNM Athletics. As part of the agreement, University Arena – The Pit will carry the name The Pit - Powered by Nusenda, preserving the iconic identity of one of college basketball’s most storied venues while recognizing Nusenda’s longstanding investment in the University and the state. The agreement is subject to final approval by the UNM Board of Regents. 

“For more than four decades, Nusenda has been a trusted partner of our University. This expanded commitment reflects not only the strength of that relationship, but a shared belief in the importance of investing in student-athletes and sustaining one of New Mexico’s most visible community institutions,” said UNM President Dr. Garnett Stokes. “We are grateful for Nusenda’s continued confidence in UNM and in the role we play across our state.” 

The naming of The Pit represents the most visible expression of a relationship that began in 1985. Over that time, Nusenda has invested nearly $7 million into University initiatives, including the UNM Center for Financial Capability, UNM Rainforest and Innovate ABQ, the UNM Wireless Project, the Nusenda Lobo Landing branch in the Student Union Building, and other philanthropic commitments to UNM Hospital and Popejoy Hall. 

“We are thrilled to enter into this historic partnership between two of New Mexico’s most identifiable brands – the University of New Mexico Lobos and Nusenda Credit Union,” said Interim Vice President and Director of Athletics Ryan Berryman. “In this era of collegiate athletics, sustained excellence requires collective investment. This agreement provides meaningful operating support for our programs while honoring the tradition and legacy of The Pit. I hope that our community will be inspired by what is possible through The Power of We.” 

Nusenda is led by President and CEO Michelle Dearholt, a two-time graduate of the University of New Mexico. Originally founded in 1936 as Albuquerque Public Schools Federal Credit Union, Nusenda today is the largest credit union in New Mexico in both assets and membership. 

“This partnership is more than putting our name on a building. For more than forty years, we’ve supported UNM students, faculty, and families with resources that strengthen their financial well-being,” said Dearholt. “From our Lobo Landing branch to funding the Center for Financial Capability on campus, each step has been about deepening our relationship and creating opportunities. The Pit - Powered by Nusenda is the next chapter in our journey, and one that allows us to celebrate Lobo pride while investing in our student-athletes. As a local, trusted financial institution for 90 years, we know the community’s history and needs, and we’re proud to support the fans and the future of the Lobo family.” 

UNM Sports Properties, UNM Athletics’ multimedia rightsholder and an extension of Playfly Sports, supported the formation of the partnership.  

“We’re confident that this enhanced partnership will drive UNM’s success going forward. That was our number one goal throughout the development of the agreement,” said Christy Hedgpeth, President of Playfly Sports Properties. “Nusenda is already ingrained within New Mexico and committed to UNM through numerous athletic partnerships on campus. This addition will only enhance the relationship, bringing more value to the Lobo student-athlete and fan experiences.” 

The partnership will also include financial literacy education for all of UNM’s 400+ student-athletes, focusing on personal financial wellness. Logos and signage reflecting the new moniker are expected to be installed prior to tip-off of the 2026-27 basketball season. Fans looking to support UNM Athletics through its partnership with Nusenda can get UNM- and Lobo-branded debit and credit cards, available now.  

About University Arena – The Pit 
University Arena – The Pit, first opened in 1966, approaches its 60th anniversary next season. The primary home to Lobo men’s and women’s basketball, The Pit is one of the nation’s most iconic basketball venues. In addition to Lobo Basketball, The Pit has been home to UNM Commencements, Professional Bull Riding (PBR), the New Mexico Activities Association (NMAA) High School State Basketball Tournament, and many other events.  

About Nusenda Credit Union
Nusenda Credit Union is New Mexico’s largest locally owned and operated credit union with nearly $5 billion in assets, over 290,000 members, and 1,000 employees. Nusenda has more than 30 branches throughout New Mexico and West Texas, serving the communities of Albuquerque, Rio Rancho, Santa Fe, Taos, Valencia County, Socorro, Deming, Las Cruces, and El Paso. 

About UNM Sports Properties
UNM Sports Properties, a subsidiary of Playfly Sports, is UNM’s contracted multi-media rights holder. Playfly Sports obtained the rights to UNM Athletics’ multimedia and sponsorship rights in 2019. These rights include facility naming rights, print programs, event marketing, signage, and select social media content. UNM Sports Properties is tasked with monetizing these rights for the betterment of the UNM Athletic Department.