Orlando Magic strikes stadium naming rights deal with Kia

NBA’s Orlando Magic has entered into a fresh arena naming rights agreement with South Korean automotive brand Kia, resulting in the rebranding of the franchise’s home as the Kia Centre. This expanded multi-year partnership marks Kia’s takeover from Amway, the cosmetic and health products firm that held naming rights since 2009.

The Kia Centre’s debut featured Kia’s branding during the Magic’s recent game against the Miami Heat on December 20. The arena, situated in downtown Orlando and owned by the City of Orlando, first opened its doors in 2010.

Kia’s collaboration with the Magic encompasses new indoor and outdoor signage, the introduction of a Kia Terrace hospitality lounge and joint efforts on community projects. The car brand, already the official automotive partner of both the Magic and the NBA, aims to leverage this naming rights deal to elevate its brand presence.

“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,” said Alex Martins, Chief Executive of the Orlando Magic.

In addition to the Orlando Magic’s Kia Centre, the car brand also holds naming rights to the Kia Forum, a multi-purpose arena located in Inglewood, California. This move aligns with a broader trend in the NBA, where teams are securing naming rights deals for their home arenas. The San Antonio Spurs’ arena, for example, is currently known as the Frost Bank Centre following a long-term deal announced in August.

“The naming of the Kia Centre is another example of the strength of our partnership and provides us a year-round sports and entertainment platform for our fans,” added Sean Yoon, Chief Executive President of Kia America.

Meanwhile, the Miami Heat recently partnered with software company Kaseya for their arena naming rights in a lucrative 17-year agreement worth $117 million, underscoring the increasing value of naming rights in the sports business landscape.