Features
Industry Noize: Smoothie King!
In a 10-year naming rights agreement New Orleans Pelicans President Dennis Lauscha calls a “gigantic” piece of the team’s business plan, New Orleans Arena becomes the Smoothie King Center.
New Orleans Saints owner Tom Benson purchased the NBA’s struggling small-market team – then the Hornets – in 2012 and has since consolidated many of the NFL and NBA teams’ operations under one roof, including marketing.
The hope was that with the two franchises sharing resources and cross-promoting one another, the region could better support two major professional sports teams.
“Finding a naming rights partner was key to the long-term financial viability of this franchise in this market,” Lauscha said.
Financial terms of the deal weren’t disclosed, but the renaming comes in time for NBA All-Star festivities in New Orleans Feb. 14-16.
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