First Bank and Trust Spending $200K for Naming Rights to New Madison Gym

In other Madison news, Brookings-based First Bank and Trust is helping cover the cost of renovating the old Campbell’s Supply/Runnings building on Northeast Third Street into a public recreation facility by paying $200,000 for naming rights. According to the Madison Athlete Development Facility Naming Rights Agreement on tonight’s Madison City Commission meeting agenda, First Bank and Trust will pay the Lake Area Improvement Corporation $25,000 for signage and $175,000 for ten years of naming rights. The agreement actually extends 20 years, from September 1, 2023 (a couple months before the projected completion date of the facility) through August 31, 2043, so evidently the naming agreement is a Buy One Year Get One Year Free sale. First Bank & Trust also gets to use the facility rent-free for two events per year, not exceeding four days per year.

Nothing in the agreement spells out what name the bank will put on the gym. Naming the gym for the bank itself could be confusing—Honey, I’m going to the First Bank and Trust Center!—Oh, will you cash a check for me while you’re there?—so maybe the bank will put their founding family’s name on it. Just call it the Fishback Center, the Fishback Gym, the Fishback Sweatshop—any such name would abbreviate neatly and distinctly to The Fishback.