Their annual costs were $18.6 million, or 0.02% of average assets out of total marketing costs of 0.15% of average assets in 2023, based on a comparison of fees to NCUA data for assets and the NCUA’s “education and advertising costs” category in the call reports.

These 2 basis points were also about the same difference from other credit unions that were ranked in Google searches or CU times Library.

The marketing costs of credit unions that appeared in searches were 0.12% of average assets in 2023, based on NCUA data from Callahan’s Peer Suite.

The 2 basis point gap remained from 2021 to 2023. In the first half of this year, the gap was 3 basis points, with the 12 companies with naming rights and identified costs having marketing expenses of 0.14% of assets, compared to 0.11% for the others.

Details of the twelve naming rights agreements can be found below:

1. America’s First Federal Credit Union of Riverdale, Utah, agreed in 2022 to pay Real Salt Lake (RSL) $100 million over 15 years for the 20,213-seat America First Field in Salt Lake City. The annual cost is $6.7 million, or 0.04% of average assets out of total marketing costs of 0.18% of average assets in 2023.

2. Mountain America Federal Credit Union Salt Lake City-based Marketing Corp. has agreed in 2023 to pay Arizona State University $50 million over 15 years for the 53,599-seat Mountain America Stadium in Tempe, Arizona. The annual cost is $3.3 million, or 0.02% of average assets out of total marketing costs of 0.13% of average assets in 2023.

3. L&N Federal Credit Union of Louisville, Kentucky, has agreed in 2023 to pay the University of Louisville Athletics $41.3 million over 20 years for the 60,800-seat L&N Federal Credit Union Stadium in Louisville, Kentucky. The annual cost is $2.1 million, or 0.10% of average assets out of total marketing costs of 0.18% of average assets in 2023.

4. Desert Financial Federal Credit Union Phoenix-based UCLA in 2019 agreed to pay Arizona State University $7.5 million over five years for the 14,198-seat Desert Financial Arena in Tempe, Arizona. The annual cost is $1.5 million, or 0.02% of average assets, out of total marketing costs of 0.2% of average assets in 2023.

5. Gesa Credit Union of Richland, Washington, agreed in 2021 to pay Washington State University $11 million over 10 years for the 33,000-seat Gesa Field in Pullman, Washington. The annual cost is $1.1 million, or 0.02% of average assets out of total marketing costs of 0.22% of average assets in 2023.

6. Maryland State Employees Credit Union agreed in 2022 to pay the University of Maryland $11 million over 10 years for the 51,802-seat SECU Stadium in College Park. The annual cost is $1.1 million, or 0.02% of average assets out of total marketing costs of 0.10% of average assets in 2023.

7. SECURE Credit Union Folsom, California-based Spectrum Financial Corp. agreed in 2019 to pay the City of Sacramento $23 million over 25 years for the 2,442-seat SAFE Credit Union Performing Arts Center, SAFE Credit Union Convention Center and SAFE Credit Union Plaza in Sacramento. The annual cost is $920,000, or 0.02% of average assets out of a total marketing cost of 0.09% of average assets in 2023.

8. VyStar Credit Union of Jacksonville, Florida, agreed in 2019 to pay the City of Jacksonville $9.8 million over 15 years for the 15,000-seat VyStar Veterans Memorial Arena in Jacksonville. The annual cost is $650,667, or just half a basis point of average assets out of the total marketing cost of 0.14% of average assets in 2023.

9. Michigan State University Federal Credit Union of East Lansing, Michigan, through its subsidiary OU Credit Union, has committed in 2023 to pay Oakland University $5 million over 10 years for the 4,000-seat OU Credit Union O’rena north of Detroit. The annual cost is $500,000, or 0.01% of average assets out of total marketing costs of 0.15% of average assets in 2023.

10. Chartway Federal Credit Union of Virginia Beach, Va., agreed in 2019 to pay Old Dominion University $4.25 million over 10 years for the 8,400-seat Chartway Arena in Norfolk, Va. The annual cost is $425,000, or 0.02% of average assets out of total marketing costs of 0.15% of average assets in 2023.

11. Liberty First Credit Union of Lincoln, Nebraska, has agreed in 2022 to pay the city of Ralston $1.6 million over 10 years for the 4,000-seat Liberty First Credit Union Arena near Omaha. The annual cost is $160,000, or 0.04% of average assets out of total marketing costs of 0.22% of average assets in 2023.

12. GreenState Credit Union of North Liberty, Iowa, agreed in 2019 to pay ArenaCo $1.4 million over 10 years for the GreenState Family Fieldhouse in Coralville, Iowa. The annual cost is $140,000, or just one-tenth of a basis point of average assets out of total marketing costs of 0.09% of average assets in 2023.