New Magic Arena To Be Called Amway Center

The Magic’s new arena will have a familiar name when it opens in the fall of ’10, as the team and Amway Global sign a 10-year naming-rights deal worth $4M annually. The deal, which will officially be announced Wednesday, calls for the consumer products company to activate throughout the Amway Center, with the company’s Nutrilite brand being the main focus. The deal is one of the most lucrative agreements for an arena that only hosts an NBA team, and industry experts say the Magic’s run to the NBA Finals was “key” in finalizing the agreement. Amway has held the naming rights to the Magic’s current arena since December ’06, and the company exercises its right of first refusal in securing the deal.

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