Indiana Insurer Buys Naming Rights for Fairgrounds Arena

December 3, 2014

The renaming of the Indiana State Fairgrounds Coliseum will come along with a fat cat on the roof.

Carmel-based Indiana Farmers Mutual Insurance Co. has signed a 10-year, $6 million naming rights deal for the arena that reopened in April after a $63 million renovation.

The Indianapolis Star and the Indianapolis Business Journal reported the arena will be known as Indiana Farmers Coliseum. The deal includes installing a sign with the comic-strip cat Garfield on the roof. The cat created by Indiana cartoonist Jim Davis is part of the company’s marketing campaign.

Inside of the newly renovated coliseum now to be named the Indiana Farmers Coliseum. Photo by Mberkery1
Inside of the newly renovated coliseum now to be named the Indiana Farmers Coliseum.
Photo by Mberkery1

Indiana Farmers CEO Kim Smith says the coliseum is a Hoosier icon that is perfect for building the company’s brand.

The Indy Fuel hockey team will keep the naming rights money under its contract with the fairgrounds.

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