Orlando, FL– After 13 years of Magic basketball being played at the Amway Center they have now agreed to a new deal for their arena’s naming rights with Kia.
The Amway Center opened in October 2010 and has been the destination for people in the central Florida area to attend Magic games, concerts, other sporting venues, etc. Since 2010 Orlando’s downtown arena has earned numerous awards including being named SportsBusiness Journal’s 2012 Sports Facility of the Year; the International Association of Venue Managers’ Venue Excellence Award, and TheStadiumsBusiness Awards’ Customer Experience Award.
The now-former Amway Center agreement called for the Magic to pay the city $1.75 million a year in lieu of revenue from naming rights, luxury suites, and advertising. The Amway according to their website would host over 225 events including a whopping 1.3 million guests annually.
With Kia now taking over the reins in downtown Orlando there will now be more amenities added to the arena. This partnership will now include the installation of EV charging stations, new indoor and outdoor signs, the Kia Terrace, Kia vehicle displays, and a hospitality lounge for fans.
Alex Martins, CEO of the Orlando Magic stated, “The Orlando Magic and Kia America have been proud partners for several years and we share in the excitement of Kia’s success and growth. We look forward to our expanded partnership which allows Kia to drive its brand forward and deliver a direct, impactful message to our fan base and beyond using the power of the NBA. None of this would be possible without the incredible ownership of the Orlando Magic.”
Sean Yoon, President and CEO of Kia America said, “The naming of the Kia Center is another example of the strength of our partnership and provides us a year-round sports and entertainment platform for our fans. This facility is a spectacular asset for those who call Central Florida home and for those who visit this global tourist destination.”
I asked the CEO of the Orlando Magic Alex Martins about what fans can expect in terms of the gameday experience at the Kia Center and he stated, “Well particularly, Kia automotive fans are going to have a lot of special benefits. They’re going to have a special lounge for Kia owners, we are going to have special benefits if you’re a Kia owner at Magic games and other events at the Kia Center. So owning a Kia vehicle will get you special benefits in this building.”
Financial details of the agreement have not yet been released to the public per Alex Martins but Russell Wager VIP of Marketing at Kia America did say this was a multiyear agreement with the Magic.
The Orlando Magic will play their first game at the newly named Kia Center as they play host to the Miami Heat this evening.
