Southern University Board Chairman Tony Clayton used a recent public appearance to deliver an unusually blunt call for the university to pursue corporate naming rights for its historic football stadium, saying the athletics program must start treating the venue “as a business.”
Push for naming rights
Responding to a question about stadium naming rights on The Carlos Brown Show, Clayton immediately praised it as a “great” and “spectacular” question before declaring, “We got to do it, guys.” He emphasized that his position is driven by financial reality rather than a lack of appreciation for former coach A.W. Mumford, stating that he loves what Mumford did for Southern but believes the university now “has to find a way” to generate more revenue from the stadium.
Clayton floated examples of potential corporate partners, asking rhetorically, “What’s wrong with Delta Airlines or American Airlines?” as he described a vision of painting a major carrier’s logo on top of the stadium’s domed structure. He suggested that arrangements such as “Southwest Stadium at Mumford Stadium or whatever” could allow Southern to keep the Mumford name visible while still capitalizing on a lucrative sponsorship deal.
Financial argument for corporate sponsorship
The chairman framed his push in stark economic terms, repeatedly reminding listeners that “you got to pay to play” in modern college athletics. He argued that Southern’s fan base represents a powerful marketing asset, noting that the university “puts a bunch of fans up there throughout the year,” estimating between half a million and a million people, and claiming that each game brings in about 100,000 fans.
Clayton said he “wants naming rights” and urged the university to “advertise,” making clear that he views the stadium’s exterior and name as premium space for corporate branding. Describing the athletic department as “a business,” he insisted that the school can no longer afford to leave that potential revenue untapped.
Business over tradition
In his remarks, Clayton conceded that the idea has already drawn criticism from some connected to the stadium’s current namesake. “I know some of the heirs of A.W. Mumford are fussing a little bit,” he said, directly acknowledging family concerns about altering or diluting the honor bestowed on the legendary coach.
Despite that pushback, Clayton signaled he does not intend to retreat from the proposal, punctuating his comments with an unapologetic “I’m sorry” before reiterating that the stadium must be treated as part of a business operation. He predicted that his stance is “going to ruffle some feathers,” but maintained that pursuing naming rights is necessary for Southern to remain competitive and financially stable
