Naming Rights Report

28 Jun

Maverik Center, West Valley City, Utah

Date Announced: June 9

Buyer: Maverik, Inc., a Utah-based convenience store chain

Terms: Multi-year, financial terms not released

Ownership/Management/Tenant: West Valley City/Centennial Management Group/Utah Grizzlies hockey team and Utah Blaze arena football

Brokered: AEG Facilities and city officials

Comments: The former E Center in West Valley City, Utah, which opened in 1997, has its first naming rights sponsor. The buyer is Maverik, Inc., a Utah-based company that operates 210 convenience stores across the western United States.

The terms will not be released, said General Manager Kevin Bruder, because Maverik is privately held.

“That’s part of a confidentiality agreement,” Bruder said. “But the venue is excited and pleased with the outcome.”

Bruder said the venue would benefit from a partnership with a strong local company, which will drive traffic to both companies.

The deal includes exclusive sponsorship and advertising rights, signage inside and outside the building, a luxury suite, and a Maverik storefront in the building.

“The storefront will promote some of their proprietary products,” Bruder said. “The product line is yet-to-be determined, but will be dynamic.”

The name on the 12,500-seat venue will officially change during a ribbon-cutting ceremony on July 10, prior to a Justin Bieber concert.

Contact: Kevin Bruder, (801) 988-8800

O2 World Hamburg

Date Announced: April 13

Buyer: Telefónica O2

Terms: 10 years, financial terms not disclosed

Ownership/Management/Tenant: AEG/HSV Hamburg handball team and the Hamburg Freezers ice hockey team

Comments: AEG has expanded its partnership with communications giant O2, inking a naming rights deal with Telefónica O2 in Germany for O2 World Hamburg, formerly the Color Line Arena. The two companies already have naming rights deals at The O2 Arena in London, The O2 Dublin, O2 Arena Prague and O2 World Berlin.

Financial terms are not being disclosed, according to Moritz Hillebrand, director of communication for Anschutz Entertainment Group.

Branding and signage includes “permanent and dominant signage in the arena, branding of the arena façade, LED Cube, way finding, website and newsletter,” Hillebrand said.

The O2 brand will also be advertised on the arena televisions, fascia board and concourse signs, and will be seen in branded areas, including an O2 Blue Room, store, and information booth. The company received two luxury boxes in the agreement, Hillebrand said.

The partnership will allow AEG to improve the arena with technological improvements and an expansion.

Over the next year, ICON Venue Group will oversee the $9.2 million renovation of the venue, including new hospitality areas, a VIP entrance, and upgrades to suites, and the suite concourse. The venue will be equipped with a 360-degree LED board.

AEG purchased the arena two-and-a-half years ago.

Contact: Moritz Hillebrand, +49 (0)40 8816-3100

— Liz Boardman


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