SBD/December 12, 2013/Facilities

United Airlines Inks 20-Year Extension For Chicago Arena Naming Rights

United will be the presenting sponsor for the arena's 25th anniversary
United Airlines will continue as the naming-rights sponsor of the Bulls' and Blackhawks' venue for the next 20 years under an agreement announced yesterday. The airline also will continue to serve as the official airline of the venue and both teams. United Airlines receives advertising and promotional exclusivity in the airline category and logo usage rights for all three entities. It also will be the presenting sponsor for the arena's 25th Anniversary Celebration during the '19-20 season (THE DAILY). Sources tied to the business of selling naming rights have estimated the new deal's value at $5M-6M annually. The old 20-year agreement was valued at $2M a year (Don Muret, Staff Writer). In Chicago, Lewis Lazare noted the United Center remains "the only arena of any sort that has the United name," while American Airlines "has naming rights at major arenas" in both Miami and Dallas (BIZJOURNALS.com, 12/11). In Chicago, Samantha Bomkamp reports the United Center is "expected to undergo some updates and upgrades on the inside and out as part of the deal, including more LED boards." Those are "expected to be installed over the next four to six months and formally unveiled in the spring." The Bulls, Blackhawks and United Airlines "have also agreed to develop and support some community outreach programs, which are also expected to be detailed in the spring" (CHICAGOTRIBUNE.com, 12/11).

TOP NAMING-RIGHTS DEALS
FACILITY
PRICE
YEARS
AVG.
ANNUAL VALUE
EXPIRATION
Barclays Center
$200M
20
$10M
2032
American Airlines Center
$195M
30
$6.5M
2030
Philips Arena
$185M
20
$9.25M
2019
TD Garden
$119.1M
20
$5.96M
2025
Staples Center*
$116M
20
$5.8M
2019
Prudential Center
$105.3M
20
$5.27M
2027
United Center
$100-120M
20
$5-6M
2034

NOTES: *Extension signed in '09 gives lifetime sponsorship rights to Staples for an undisclosed amount. For the rest of this chart and other facility naming-rights deals, click here.
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