Before going into the marketplace, it is important that you give thought to some issues that must be addressed. For example, how do you deal with the fact that the stadium has carried the name of Thomas Autzen since its inception?  What concerns should you expect prospective naming rights partners to have about replacing such a well-established name for the venue?  How would you address these concerns?
Identify a company you believe would be an ideal prospect for purchasing the naming rights to Autzen Stadium. Provide an explanation for why this particular company should/would be willing to invest significant financial resources in partnering with the University of Oregon.  (Note:  in answering this question, you should consider how the naming rights agreement would help the company achieve key strategic objectives and whether aligning with Oregon's football program would be a good fit).
What specific rights and benefits would you convey to this prospective naming rights partner? Recognize that companies today are buying more than the right to simply place their name on a stadium.  Most view naming rights partnerships as an opportunity to sell product and/or form a meaningful connection with fans.
Identify the specific benefits/rights you would be willing to extend.
Once you have developed an inventory of rights you would offer your targeted company, place a dollar value on the agreement. How much is the deal worth, and why?  How would you structure the payment schedule (amount of annual payments, number of years?)
Provide a rationale or justification for the price you believe would be most reasonable to charge. Why would a company be willing to meet the terms you plan to offer? (Note:  Are there naming rights agreements you could use for comparative purposes that might serve as useful benchmarks?)