It's unclear why Minnesota hasn't publicly sought a naming rights sponsor for Williams Arena in the past, but it's similar to what the U did with the hockey arena when it renamed Mariucci Arena "3M Arena at Mariucci" in 2017. 3M's deal with the Gophers for naming rights to Mariucci was a 14-year, $11.2 million deal.

A naming-rights deal the venue nicknamed “The Barn” would help shrink the financial gap but not bridge it by itself. For example, the Gophers and 3M in 2017 entered into a 14-year, $11.2 million sponsorship agreement for naming rights to the home of men’s hockey, Mariucci Arena. It’s now known as 3M Arena at Mariucci.