Staples Center ranks alongside New York City’s Madison Square Garden as one of the most popular concert venues in the country. “It marks an exciting new chapter in the history of our company and our respective industries, and we couldn’t be more thrilled to have such a visionary partner like supporting our global fan base and local community.” “This partnership represents the fastest-growing cryptocurrency platform and the biggest sports and live entertainment company in the world converging to drive the future of sports and live entertainment as well as the incredible legacy of this arena for decades to come,” said Todd Goldstein, Chief Revenue Officer of AEG. LIVE, Microsoft Theater, The Novo, as well as the Lakers and Kings. “We’re very excited about partnering with AEG and investing long term in this city, starting with Arena in the heart of downtown, and using our platform in new and creative ways so that cryptocurrency can power the future of world class sports, entertainment and technology for fans in LA and around the world.”Īccording to, the new agreement includes official designations across Arena, L.A.
“Known as the Creative Capital of the World, the city of Los Angeles and the people who call it home have always been pioneers, pushing the boundaries and innovating as the undeniable global leaders of culture and entertainment,” co-founder and CEO Kris Marszalek said in a statement on the company website. AEG also is one of the nation’s largest event promoters (Coachella, among many others). Live, the Oakland Coliseum, London’s O2 Arena and the Mercedes-Benz Arena in Berlin. 25, when the Lakers host the Brooklyn Nets, and all of the Staples Center signage is expected to be replaced with the new name by June 2022.ĪEG owns a number of teams, including the Kings and the Carson-based Galaxy, and venues, including L.A. The arena’s new logo will reportedly debut on Dec. Specifics of the deal are not yet known, though one report estimated the value at more than $700 million. The 20-year deal between the Singapore-based cryptocurrency exchange and AEG, the owner and operator of the arena, which both parties announced Tuesday night, is believed to be the largest venue naming rights deal in United States history. The iconic 20,000-seat downtown arena, which has been home to the Lakers, Clippers, Kings and Sparks since 1999, will be renamed Arena on Christmas Day, as first reported by The Athletic. The platform has inked high-visibility sponsorship deals with Formula One, the UFC, Italy’s Serie A, Paris St-Germain and the NHL’s Montreal Canadiens - while also purchasing the Philadelphia 76ers’ uniform sponsorship patch.ĪEG, the sports and entertainment conglomerate that has majority ownership of the Kings and had a stake in the Lakers until last summer, built the arena that quickly became a famous setting for major events in the U.S.’ second-largest metropolitan area.The Staples Center will unwrap a new name on Christmas morning. Founded in 2016, has been on a spending spree across the global sports landscape over the past year. The name will change when the Lakers host the Brooklyn Nets in the NBA’s annual Christmas showcase.Ĭ is a cryptocurrency platform and exchange headquartered in Singapore. The 20,000-seat arena has been the Staples Center since it opened in October 1999, with the naming rights owned by the American office-supplies retail company under a 20-year agreement. The person spoke on condition of anonymity because the parties aren’t publicly announcing the terms of what’s believed to be the richest naming rights deal in sports history. The downtown Los Angeles home of the NBA’s Lakers and Clippers, the NHL’s Kings and the WNBA’s Sparks will change its name after 22 years of operation, arena owner AEG announced Tuesday night.Ī person with knowledge of the deal tells The Associated Press that is paying $700 million over 20 years to rename the building. Starting Christmas Day, it will be Arena. LOS ANGELES - Staples Center is getting a new name. Digital Replica Edition Home Page Close Menu
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