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Closing Bell

Suns Putting Final Touches On Talking Stick Resort Arena Rebrand

Talking Stick Resort has taken over naming rights for the former US Airways Center, and the Suns spent a seven-figure sum to rebrand 23-year-old Talking Stick Resort Arena, named after a gaming resort in Scottsdale. The list of items to be changed is in a binder eight inches thick, said Ralph Marchetta, Suns Senior VP/Ticket Operations and GM of Sports & Entertainment Services. The list covered everything from the roof to permanent US Airways Center floor signage at the arena entrances that had to be "jackhammered out" and replaced with Talking Stick Resort logos.

Talking Stick is an existing Suns sponsor through the Casino Arizona Pavilion inside the main entrance. US Airways' merger with American Airlines takes full effect this weekend.

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