ISE lands Indiana Farmers Insurance for Indy’s Coliseum

Indianapolis, Ind. – Impression Sports & Entertainment announced that they have successfully brokered the naming rights for the historic Fairgrounds Coliseum in Indianapolis. The Indiana State Fair Commission, the Indy Fuel hockey club, and Indiana Farmers Mutual Insurance Company, a Carmel, Indiana-based multi-property insurance company, have agreed to a 10-year, $6 million partnership that will rename the recently re-constructed arena as Indiana Farmers Coliseum.

Indiana Farmers Coliseum recently completed a massive $63 million renovation that resulted in an entirely new interior arena, with new seating levels, scoreboards, concession stands, and other amenities. The original aesthetics and details of this 1930s-era venue were rehabilitated to create a modern sports, entertainment, and event venue that will continue to host events like the Indiana State Fair, the Indy Fuel professional hockey team, IUPUI basketball, and other major events. Indiana Farmers will receive – in addition to naming rights – significant branding, activation, media, and hospitality assets. Additionally, Indiana Farmers’ mascot, comic strip legend Garfield, will be perched atop the roof with new “Indiana Farmers Coliseum” signage in the coming weeks.

Impression Sports & Entertainment was hired in July to conduct a national search for a naming rights partner for the Fairgrounds Coliseum. This marks the second arena naming rights deal brokered by the agency in 14 months (Bon Secours Wellness Arena in Greenville, SC). In 2014, Impression has brokered major sponsorships for the Colorado Rapids (Ciao Telecom jersey sponsorship) and Bahamas Bowl (Popeyes title sponsorship), as well as partnerships for Kroenke Sports & Entertainment, the Battle 4 Atlantis, the ECHL, and the Greenville (SC) Arena District.


Based in Denver, Impression Sports & Entertainment specializes in executing high-profile sponsorship sales campaigns on behalf of its clients. Within recent years, the company has successfully secured major sponsorship partners for the Colorado Rapids of Major League Soccer (Ciao North America), the Greenville Arena District (Bon Secours Health System), the Bahamas Bowl (Popeyes Louisiana Kitchen), the Grand Prix of Houston (Shell/Pennzoil), and several other agreements for sports and entertainment properties. For more information on Impression Sports & Entertainment, visit