SBD/Issue 118/Facilities & Venues

Atlanta Spirit Reaches Deal With Heineken To Rename Suite

Heineken Inks Deal For Philips Arena Suite
The suite at mid-court and center-ice at Philips Arena previously known as the “Delta Lounge” is being remodeled and re-branded as the “Heineken Lounge” as “part of a new wide-ranging sponsorship and promotional deal” between Heineken and Atlanta Spirit, which owns the Hawks and Thrashers and operates the arena, according to Tim Tucker of the ATLANTA CONSTITUTION. Atlanta Spirit President & CEO Bernie Mullin said that it is a “multiyear deal worth ‘a seven-figure number’ annually.” Atlanta Spirit Senior VP/Corporate Partnerships Tracy White said the lounge will become a “focal point” of the arena. Tucker noted six vertical 63-inch plasma screens will frame the front of the remodeled lounge, which is expected to open March 21. The suite has 36 seats, which “will be bought by Heineken for corporate hospitality at some events and sold” by Atlanta Spirit for others.” The suite costs $5,000 per game, excluding food and beverage (ATLANTA CONSTITUTION, 3/11).

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