Photo Submitted by Indiana State Fairgrounds Officials

INDIANAPOLIS, Ind. (WOWO): The coliseum at the Indiana State Fairgrounds has a new name. It's now called the Indiana Farmers Coliseum. State Fair and Indiana Farmers Mutual Insurance Company officials made it official Tuesday afternoon.

Executive Director Cindy Hoye says it's a $6 million, ten-year naming rights sponsorship deal.

“We’ve talked with a lot of companies over the past two years, and I believe we have found the perfect partner,” Hoye said. “Not only has Indiana Farmers been around as long as the State Fairgrounds, but both organizations exist for one reason only – to serve Hoosiers.”

A new sign will not go on the building right away, but the name change is effective immediately. Adjustments are currently being made to the State Fairgrounds web site, event listings, staff uniforms and other communications materials.

One of the Coliseum’s anchor tenants, the Indy Fuel Hockey Club, also played a key role in securing the sponsorship with Indiana Farmers and will help execute the terms of the deal.

“This is the right opportunity at the right time for Indiana Farmers,” Kim Smith, the company’s chief executive officer, said. “The Coliseum represents the common heritage we all share as Hoosiers, which makes it the perfect facility to carry our name.”