Naming Rights Report: Amway Center, Orlando

9 Oct

Amway Center, Orlando

Date Announced: Sept. 1

Buyers: Anheuser-Busch, GEICO, Jack Daniel’s Distillery

Terms: Not released

Ownership/Tenant: City of Orlando/Orlando Magic, Orlando Predators

Comments: The new Amway Center added three more multi-year corporate sponsorships — Anheuser-Busch, GEICO, and the Jack Daniel’s premium brand, Gentleman Jack Rare Tennessee Whiskey — a month prior to opening.

Jack Daniel’s will sponsor an outdoor patio bar, open to all ticket holders during Orlando Magic National Basketball Association games.“This will be the first Gentleman Jack bar, which speaks well of the demographic of the NBA,” said Chip Bowers, vice president of corporate partnerships for the Orlando Magic. “This space is a bit more refined, like a ‘W’ Hotel of outdoor bars.”

The bar overlooks Church Street, where the brand’s signage will be visible.
The brand will also receive digital signage in the Amway Center, and will be designated as the Official North American whiskey of the Orlando Magic.

Insurance company GEICO joins PepsiCo, AirTran and Harris Corp., as a “Champions of the Community” partner for the venue. GEICO’s name will be on the new seven-level premium parking garage and skywalk, named the GEICO Gateway, to the Amway Center. They will also be the title sponsor of the halftime countdown clock. The deal includes signage on two outdoor signs, the digital billboard, and the arena’s marquees.

“We created a model with the signage in the building – it is all LED or electronic, there are no backlit signs,” Bowers said. The building’s 800 televisions can also be used as signage and, for three minutes a game, each Champion will receive exclusive use of every sign in the building.”

The messages can be segmented by target market, so families on the Promenade deck could be targeted with car insurance, while the suites could see commercials for recreational vehicles and boats.

GEICO has been a sponsor of the Magic for 10 years.

Anheuser-Busch, which has been a sponsor of the Orlando Magic for 21 years, will sponsor the Budweiser Baseline Bar, a terrace-level bar at one end of the court. They will receive signage throughout the arena, ad position on the website, and in-arena promotions. They will also collaborate with the NBA on “Good Sport,” a program to encourage fans to drink responsibly and use a designated driver when attending games.

Contact: Chip Bowers, (407) 916-2400

— Liz Boardman


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