By: Justin Gincauskas
After 13 years of playing in the arena known as the Amway Center, the Orlando Magic have announced a new name as they rebrand. The Magic will still play in the same arena, but now it will be called the Kia Center.
The terms of the deal were not disclosed.
Magic and Amway have been partners since the venue opened on Oct. 1, 2010. When first announced, the partnership with Amway was worth $40 million for 10 years. The change from Amway to Kia will take place immediately, according to a report from the Associated Press.
The news does not come as a surprise since the transition to the Kia Center had been going on for a while. Security and arena employees already have clothing with the new logo and a new access card with the Kia Center name. Kia logos and signage have also appeared around the arena.
“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,” Magic CEO Alex Martins said. “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.”
The arena deal with the Magic is not the only one for Kia in the sports industry. Kia also has the naming rights to the Kia Arena. The arena is the fourth-largest tennis venue at Melbourne Park, which hosts the Australian Open each year.
Kia and the NBA have had a great partnership over the years that continues to expand. Kia is the Official Automotive Partner of the NBA, WNBA, and NBA G League. They are one of the longest-tenured partners of the NBA. Kia also serves as the title partner for many NBA and WNBA awards.
Orlando played their first game under the new name Wednesday night when they fell to the Miami Heat 115-106.
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