New naming rights partner for AT&T Center


AT&T Center naming rights Image: AT&T Center

The professional sports company Spurs Sports & Entertainment (SS&E) is taking the naming rights to the AT&T Center (US) to market for the first time in the venue’s 20-year history. The association with AT&T is set to end following the 2021-2022 National Basketball Association (NBA) seasons, creating the rare opportunity for a brand to step in as the namesake for the epicenter of entertainment in one of the fastest-growing sporting regions in the United States: The San Antonio-Austin corridor. The Legends Global Partnerships has been selected to represent SS&E in securing a new naming rights partner for the arena to begin in Fall 2022.

The ‘Legends’ quoted Brandon Gayle, Chief Operating Officer (COO) for SS&E as stating, “We are grateful to AT&T for their commitment to our organization and community over the last two decades. Our next arena naming rights partner will have a unique opportunity to reach and engage one of the most passionate and diverse fan bases in all of professional sports. We look forward to working with Legends to welcome a new partner that helps us deliver on our purpose of creating moments that excite, memories that endure and connections that strengthen our community.”

Spurs Sports & Entertainment L.L.C. is an American sports and entertainment organization based in San Antonio, Texas (US). The company owns and operates several sporting franchises including the National Basketball Association (NBA) team San Antonio Spurs, NBA G League Austin Spurs and the United Soccer League (USL) Championship club San Antonio FC.

The 18,581-capacity AT&T Center is a multipurpose indoor arena on the East side of San Antonio, Texas, United States. It is the home of the San Antonio Spurs of the National Basketball Association (NBA).

New York (US) Legends Global Partnerships offers a comprehensive slate of commercial consulting services, including naming rights and venue entitlement positions, jersey sponsorships, premier events, emerging entertainment platforms, universities, and mixed-use real estate developments.

The ‘Legends’ further stated that as home to the five-time NBA Champion San Antonio Spurs since November 2002, the arena has served as the backdrop for countless memorable moments that have built generations of fans around the world. Today, the arena is not only a community pillar in South Texas, but also reaches a global and diverse audience generating 10+ billion impressions annually. Boasting 115+ major events and attracting over 3.9 million attendees annually, the arena has hosted a multitude of concerts, family shows and special events over the years – including English singer-songwriter Harry Styles, American rock band Aerosmith, Canadian singer Justin Bieber, American rock band Bon Jovi, American singer-songwriter Lady Gaga, American singer Tim McGraw, Barbadian singer Rihanna, American singer George Strait, record label company WWE, and the San Antonio Stock Show & Rodeo.

The San Antonio Stock Show & Rodeo in San Antonio, Texas, US, has grown to be one of the largest events in the City with more than two million visitors each year. It is one of the top Professional Rodeo Cowboys Association rodeos in the nation.

In 2015, the building underwent a $110+ million renovation, enhancing the overall fan experience across all levels. Renovations included new seating arenawide, a new Fan Zone and premium spaces, a state-of-the-art center-hung videoboard, expanded and updated concourses, the addition of new interior and exterior LED signage, as well as several infrastructure and technology enhancements.

Exulted Chris Hibbs, President, Legends Global Partnerships, “We are excited to partner with SS&E to find a new partner for the future of their arena and community at large. This is a rare opportunity for a brand to be embedded in the rapidly growing San Antonio-Austin region in a meaningful way, while also receiving a global spotlight by aligning with a legacy NBA franchise in the San Antonio Spurs.”

Legends Global Partnerships brings a depth of experience in the naming rights space, using a data and analytics-based approach from the search process through to creating unique, holistic partnerships that expand far beyond the name on the building. Most recently, Legends Global Partnerships represented the National Football League’s (NFL’s) Los Angeles Rams and Chargers 70,000-capacity SoFi Stadium in Inglewood, California, the NFL team Las Vegas Raiders’ 65,000-capacity Allegiant Stadium in Paradise, Nevada, Hollywood Park’s 6,000-capacity YouTube Theater in Inglewood, California, the Major League Soccer (MLS) team Los Angeles FC’s 22,000-capacity Banc of California Stadium in Los Angeles, California, and the MLS team Columbus Crew’s 20,371-capacity Field in Columbus, Ohio – all venues lodged in the United States. The slate of services from Legends Global Partnerships includes naming rights and other venue entitlement positions, jersey sponsorships, premier events, emerging entertainment platforms, and mixed-use real estate development.

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