Greensboro Coliseum is Gone, First Horizon Coliseum is Here
In a landmark agreement, First Horizon Bank has signed a 10-year naming rights deal to rebrand the historic Greensboro Coliseum in North Carolina. The deal, valued at $1 million annually and totaling nearly $12 million, represents a major investment by the 160-year-old financial institution. This figure could increase if a minor league hockey team moves into the arena next year, potentially adding $100,000 per year to the total.
The newly renamed First Horizon Coliseum marks a significant change for the 65-year-old venue, which has been a staple of Greensboro since its opening in 1959. For decades, it has hosted major events, including the prestigious ACC men’s basketball tournament, which will return to the arena in 2027 and 2029. It’s also been the stage for unforgettable concerts, such as Phish’s 2003 performance that drew over 23,000 fans.
This deal doesn’t encompass the other venues within the coliseum complex, such as the Novant Health Fieldhouse, which houses the Greensboro Swarm, the NBA G League affiliate of the Charlotte Hornets. However, the rebranding of the main arena is a significant milestone in the city’s efforts to modernize the venue, which had long resisted corporate naming rights.
Scott Johnson, the arena’s general manager, who’s worked at the complex for over three decades, played a key role in negotiating the deal alongside OVG Global Partnerships. The collaboration was accelerated after Oak View Group took over management of the arena and aimed to enhance its commercial potential. Johnson shared that although previous attempts to secure naming rights had stalled, this opportunity with First Horizon felt like a perfect fit.
“For years, the city wasn’t in a rush to sell naming rights, but as time went on, it became something they wanted to explore,” Johnson explained. “This deal came together after several discussions about a smaller sponsorship that didn’t materialize. When OVG got involved, we were able to craft a more compelling pitch.”
In addition to brand visibility, First Horizon will enjoy a suite and club seating for clients at the arena, and the coliseum will transfer its banking services to the institution. New signage for First Horizon will be installed in the coming months.
One of the more ironic developments is that the arena went completely cashless on September 23, just before First Horizon’s involvement. While the arena has removed all ATMs, there is an option for the bank to install a “reverse ATM,” which allows visitors to convert cash into gift cards, ensuring convenience for its largely blue-collar audience.
This transition also ties in with the installation of a new Oracle point-of-sale system for arena concessions, designed to streamline operations and improve efficiency.
As the iconic Greensboro Coliseum enters a new era under the First Horizon name, Johnson believes that while long-time locals may continue to refer to it by its original name, the shift represents progress and evolution for both the venue and the city. “Over time, with a new generation of ticket buyers, the name change will settle in,” he noted.
This naming rights deal is expected to provide significant financial benefits for the city of Greensboro while also positioning First Horizon Bank prominently in the local community.
