GECU becomes 1st sponsor to add signage to Sun Bowl, Don Haskins since NCAA rule change

EL PASO, Texas (KTSM) – UTEP in addition to GECU held a joint press conference Wednesday afternoon to reveal the credit unions logo at the Sun Bowl and Don Haskins Center.

Prior to June of 2024 adding sponsorship brands to stadiums other than neutral sites was prohibited by the NCAA. The association later ruled that universities now had the ability to create a single advertisement centered at the 50-yard line and or no more than two smaller flanking advertisements elsewhere. The advertisements can be on a game-to-game basis or season long agreements.

In GECU’s case, its logo will remain at UTEP for the next five years. The advertisement was on full display the same day the sponsorship was added in UTEP’s game against Florida International Wednesday night between the 20 and 30-yard line.

This change will allow programs and schools to generate an additional source of income to support and give back to student athletes as well as the community.

This comes as a time of change in the landscape of college sports in terms of this ruling, NIL, as well as comes on the heels of UTEP announcing they will be joining the Mountain West Conference in 2026.

“I think its interesting we have this opportunity just a few weeks after joining the Mountain West,” said UTEP Vice President and Athletic Director, Jim Senter. “Its a really big deal to make this historic climb up, we will be unveiling and launching initiatives over the next 18 months to continue to climb up. Every single game, every single contest we have, every conversation – its strategic and its valuable. When people step up like GECU has and they help us, it makes this community better.”

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