JMU and Sentara RMH Expand Relationship, Establish University’s First Corporate Naming Partnership with Sentara Park

HARRISONBURG, Va. – James Madison Athletics on Wednesday announced a new corporate partnership with Sentara. The four-year deal includes naming rights of JMU’s University Park complex, which will now be known as Sentara Park.

“We are grateful to Sentara for this new partnership,” JMU Director of Athletics Jeff Bourne said. “They have been an important contributor to JMU Athletics in the past but now have helped to establish a new standard for corporate relationships with this venue sponsorship at Sentara Park. The visibility of the location combined with the proximity to Sentara RMH make this the perfect arrangement. Additionally, JMU and Sentara represent two significant community organizations coming together. Such a collaboration can only mean good things for the Shenandoah Valley.”

The partnership carries significance in the Shenandoah Valley as it combines the two largest employers in Harrisonburg and Rockingham County. Sentara has been a long-time corporate partner with JMU Athletics since 2010, but the Sentara Park sponsorship significantly increases the level of investment. While JMU has had multiple athletics facilities named for people of significance, Sentara Park will be the first with corporate naming.

“Sentara RMH is very excited about this new venture and collaboration between our hospital and James Madison University, Thomas Weber, M.D. of Sentara RMH Orthopedics and Sports Medicine said. “JMU has put a lot of effort into improving resources and facilities to provide their student-athletes the opportunity to play collegiate-level sports. This collaboration represents the true commitment of both organizations to the health and welfare of student-athletes and to providing a Division I level of coverage for them. We’re excited to rename their competition facilities Sentara Park because it illustrates Sentara Healthcare’s commitment to supporting those communities served by Sentara hospitals. We look forward to years of growth with James Madison University and are grateful for their trust in allowing us to help them care for their student-athletes.”

Sentara Park features a varsity competition venue for men’s and women’s soccer, lacrosse and track and field with three additional practice fields. The complex also includes spaces used by university recreation (UREC) with a 400′ by 620′ multipurpose synthetic turf, sand volleyball courts, basketball courts, tennis courts, disc golf and a ropes course. The open recreation space can accommodate up to 4,000 participants on a daily basis.

JMU Sports PropertiesLearfield’s JMU Sports Properties holds exclusive multimedia rights for JMU Athletics. JMU Sports Properties General Manager Mike Chatburn said, “There was a lot of work done on both sides to make this opportunity a reality, and we are all proud of this historic moment for James Madison University and Sentara RMH. While Sentara RMH and JMU continue to share an excellent partnership, the additional commitment and level of support here signifies a heightened investment in the future of Harrisonburg and the Shenandoah Valley. We are confident that this alignment will carry forward well into the future.”

About James Madison Athletics
James Madison University is a NCAA Division I institution located in Harrisonburg, Virginia. Nicknamed the Dukes, JMU sponsors 18 sports, six male and 12 female, with approximately 450 student-athletes and an overall student enrollment of 21,227. The Dukes are part of the Colonial Athletic Association, whose conference footprint covers the East Coast spanning from South Carolina to Massachusetts.

About Sentara RMH
Sentara RMH Medical Center is a 238-bed community hospital offering a broadly integrated program including heart and vascular services, the Hahn Cancer Center, home care, hospice and palliative care, orthopedics, women’s services and rehab. The hospital has more than 15,000 admissions per year, about 70,000 ED visits and 1,700 newborn deliveries.

About Learfield
Learfield, a leader in collegiate sports marketing, manages multimedia and sponsorship rights for more than 120 collegiate properties. Additionally, the company titles the prestigious Learfield Directors’ Cup with award co-founders NACDA and USA Today. Representing collegiate institutions, conferences and arenas for their respective rights and sponsorship initiatives, Learfield offers these partners with professional concessions and ticket sales, licensing and trademark consulting, digital platform expertise and venue and technology systems through its owned companies. To learn more about its history, businesses and job opportunities, visit