Deal Overview
On June 25, 2026, the Jonesboro Advertising & Promotion Commission (JAPC) and First Community Bank announced a 15‑year naming‑rights agreement that will rebrand the forthcoming Ridge Athletics Center as the First Community Bank Sportsplex. The contract, valued at $4,525,000, marks a substantial financial commitment aimed at elevating the profile of sports, recreation, and tourism in Northeast Arkansas.
While naming‑rights deals are common in major leagues, the size of this agreement is notable for a midsize market. It signals that regional banks are increasingly looking beyond traditional sponsorships to embed themselves in community infrastructure, leveraging the long‑term visibility of a venue that will host thousands of visitors each year.
Facility Specs
Construction on the 200,000‑square‑foot complex is slated to begin later this year, with an opening targeted for early 2027. The design accommodates a broad array of activities:
- Court space: Up to 12 basketball courts or 24 volleyball courts can be configured, allowing simultaneous tournaments or flexible community programming.
- Aquatics center: A 40,000‑square‑foot natatorium includes an Olympic‑size pool, 1‑meter and 3‑meter diving platforms, and seating for 1,245 spectators. A competition‑warm‑up pool and an outdoor aquatics park complement the indoor facilities.
- Events venue: A 35,000‑square‑foot events center provides space for conventions, concerts, and large‑scale gatherings.
The venue’s scale positions it as a regional hub capable of attracting state and national competitions, which typically generate significant ancillary spending on hotels, dining, and retail.
Economic Implications
Local officials anticipate that the Sportsplex will become a catalyst for economic development. By drawing tournaments and events, the facility is expected to increase tourism revenue, create jobs, and stimulate ancillary construction projects. The $4.5 million naming commitment alone injects capital that can be allocated toward operational readiness, marketing, and community outreach.
Analysts familiar with sports‑driven economic models note that facilities of similar size often deliver a multiplier effect ranging from 1.5 to 2.5 times the initial investment, depending on utilization rates. While exact projections for Jonesboro have not been disclosed, the combination of court capacity, a sizable natatorium, and a flexible events space suggests a strong potential for sustained activity.
Community and Tourism Outlook
Jonesboro has been positioning itself as a sports‑tourism destination for several years, leveraging its central location within the state and its existing university infrastructure. The Sportsplex expands that strategy by offering a venue that can host multi‑sport events, youth camps, and community fitness programs under one roof.
Craig Rickert, Executive Director of the JAPC, emphasized the partnership’s symbolic weight:
“The partnership with First Community Bank shows us just how excited Jonesboro and Northeast Arkansas are to have a facility like this,” said Rickert. “Very few facilities have this kind of support, let alone months before they open. We are very proud of the partnership we have formed with First Community Bank. A 15‑year commitment from First Community Bank speaks to the confidence they have in this facility to drive tourism, build community, and improve the quality of life for Jonesboro residents.”
Rickert’s remarks underscore the expectation that the Sportsplex will serve not only elite athletes but also local schools, recreational leagues, and families seeking quality leisure options.
Technology Opportunities in the New Sportsplex
While the press release does not detail specific tech installations, the scale and modernity of the venue naturally lend themselves to a suite of digital solutions that are now standard in premier sports facilities:
- Digital signage and programmatic advertising: The expansive interior and exterior surfaces provide prime real estate for dynamic ad placements, enabling local businesses and national brands to reach captive audiences.
- Fan‑engagement platforms: Mobile apps that deliver live scores, wayfinding, and interactive experiences are increasingly common in venues of this size.
- Data analytics: Sensors embedded in courts and seating areas can capture usage patterns, helping operators optimize scheduling and maintenance.
- High‑speed connectivity: Robust Wi‑Fi infrastructure supports streaming, e‑sports events, and the growing demand for instant content sharing among spectators.
Given First Community Bank’s background in community banking, the partnership could also open avenues for co‑branded financial services—such as on‑site ATMs, QR‑code payment options, and financial‑literacy workshops—integrated with the venue’s technology stack.
Stakeholder Perspectives
Allen Williams, Executive Vice President and Regional President for First Community Bank, framed the deal as more than a naming opportunity:
“This partnership represents much more than naming rights. It reflects our long‑term commitment to the families, athletes, coaches, and communities that will benefit from this incredible facility for generations to come,” Williams said. “The First Community Bank Sportsplex will become a destination that brings people together, creates economic opportunity, and showcases everything that makes Jonesboro and Northeast Arkansas such a special place to live, work, and play. We are proud to invest in a project that will have a lasting impact across our region.”
Williams’ comments highlight a strategic intent to align the bank’s brand with community well‑being and regional pride—an approach that resonates with the growing trend of financial institutions embedding themselves in local ecosystems beyond traditional branch networks.
Management and Operational Outlook
The Sportsplex will be overseen by The Sports Facilities Companies (SFC), a firm that specializes in planning, developing, and managing large‑scale sports and recreation venues. SFC’s involvement suggests that the complex will benefit from industry best practices in facility operations, scheduling efficiency, and revenue generation.
SFC’s track record includes managing venues that host high‑profile tournaments and community events, indicating that the Jonesboro Sportsplex will likely adopt proven models for ticketing, concessions, and sponsorship integration. This operational expertise is crucial for translating the facility’s physical assets into sustainable financial performance.
Future Outlook
With construction scheduled to begin later this year, the Jonesboro community will watch closely as the project moves from blueprint to reality. The 15‑year naming agreement secures a steady revenue stream for the venue, while the $4.5 million infusion from First Community Bank demonstrates confidence in the complex’s long‑term viability.
If the Sportsplex achieves the projected utilization rates for its courts, natatorium, and events center, it could become a benchmark for mid‑size cities seeking to leverage sports infrastructure as an engine for economic growth. Moreover, the partnership may inspire other regional banks to explore similar naming‑rights opportunities, blending community investment with brand visibility.
Bottom Line
The First Community Bank Sportsplex represents a significant infusion of private capital into Jonesboro’s recreational landscape. By securing a 15‑year, $4.5 million naming‑rights deal, First Community Bank not only gains prominent brand exposure but also aligns itself with a venue poised to become a regional hub for sports, tourism, and community events. The facility’s extensive amenities, combined with professional management from The Sports Facilities Companies, set the stage for a lasting impact on the local economy and the broader Northeast Arkansas region.
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