Usually, stories about naming rights deals with universities as one of the parties involve a brand paying to put its name on a university stadium, arena, field or court. Today, however, Topgolf Entertainment Group began activating its new three-year partnership with Baylor University that will see Baylor paying for naming rights at Topgolf Waco.

The first-of-its-kind deal for Topgolf for digital field naming rights will see “Baylor Field at Topgolf Waco” integrated into the digital replays of guest shots traced through the Toptracer technology. Static displays for four permanent Baylor-branded VIP bays, digital advertising, commercial spots on the in-venue Topgolf TV and to-be-determined discount offers for both current and prospective student athletes will also be part of the partnership.

“I am calling this a ‘reverse sponsorship’ for Baylor, as companies typically pay us to use our brand,” says Jason Cook, Baylor University’s CMO and vice president for marketing and communications. “This is the complete opposite approach.”

“Once we knew Topgolf was coming to Waco, we started exploring a relationship with the university,” said JF Prata, COO of Topgolf Media. “As a company focused on connecting communities through the sport of golf, we tried to find unique ways to incorporate and integrate the Baylor community into our plans. Even before the venue opened, we had the opportunity to host a Topgolf Live event at McLane Stadium, which generated a significant amount of buzz in the community. We anticipate the partnership with Baylor University growing as more opportunities arise with the community and Baylor students and alumni.”

Cook says the partnership allows the University to achieve a couple of goals.

“We are hoping for tap into Topgolf’s brand halo, positioning Waco as a vibrant community with lots of things for students to do while at Baylor. The partnership demonstrates Baylor’s further commitment to the success of Waco outside of our traditional campus footprint.”

As the official education partner of Topgolf Waco, Baylor admissions counselors will have the opportunity to bring select prospective students and their families to Topgolf Waco on a daily basis during specified times. The partnership has been described as an extension of the Baylor campus.

“Ideally, we want prospective students and their families to tour campus in the morning, visit Magnolia mid-day and then head to Topgolf in the afternoon. In other words, provide a ‘day in the life’ of a Baylor student,” said Cook.

Baylor-branded event activations will also be used for student recruitment events such as Baylor Premiere (a large on-campus recruiting event that happens in fall and spring), building off recent successful activations such as the Night at the Drive-In movie events.

“This here is what makes the partnership different and effective. Our recruiters will have 1-on-1 time with students and their families in a relaxed, casual environment,” said Cook. “And with the digital and physical branding in place, they will feel like they are still on the Baylor campus.”

Of course, college sports fans tend to be fiercely loyal to their own schools. Asked if he has any concerns the Baylor branding might turn off potential customers who are fans of other schools, Prata says they’re not concerned.

“The partnership is executed in such a way that regardless if you are a Baylor fan or not, you are able to enjoy your time at the venue without feeling overwhelmed. That said, Baylor is such a significant part of the Waco community and residents have such a passion for the university that we don’t think it will deter many people from the venue, rather it will become a destination for those fans and more.”

Cook says this opportunity is exciting not only for what it offers in Waco but also potential expansion to other parts of the country in the future.

“There’s also an opportunity to explore extension partnership placements throughout the country because there are Topgolf venues in key recruiting areas for prospective students.”

This sponsorship is the first between a university and Topgolf nationwide at this partner level. However, Prata says it might not be the last.

“As we continue to bring innovation and top-notch experiences to communities around the country, we will seek to showcase and build partnerships of this nature in more markets, both college towns and major DMAs. Given how significant and rooted these new integration opportunities are to building community ties, we hope these in-market partnerships will help grow communities while bringing the game of golf to more people.”