Kabam, a mobile publisher who has gained popularity with such releases as Kingdoms of Camelot and The Hobbit: Armies of the Third Age, is taking its game to the next level – college football.

The studio will pay $18 million over 15 years for the naming rights to California Memorial Stadium at the University of California’s Berkeley campus, according to the company and UC Berkeley. This is the most lucrative naming rights deal in the history of college sports.

“We have such a strong ties to Cal. The original business plan, for doing social networking, was created in a Cal classroom,” said Kabam CEO Kevin Chou. “It wasn’t the game company. But of the four co-founders, three of us went to Cal and that’s how we go to know each other.”

Kabam will also finance a scholarship, and several execs will be guest-lecturing at the university in the coming years.

Source: GamesIndustry International