The Lightning's home arena yesterday was renamed Amalie Arena, as Tampa-based Amalie Oil Co. is "assuming naming rights of the downtown Tampa entertainment arena and concert venue" effective immediately, according to Jeff Harrington of the TAMPA BAY TIMES. The Tampa Bay Times, which formerly held the naming rights to the venue, is "shifting to become the exclusive print sponsor of the recently renovated 19,204-seat arena." Lightning Owner Jeff Vinik said of partnering with Amalie, "We had some national (naming rights) opportunities, but we wanted to go local. This is about the Tampa Bay region and celebrating what's great in the region." The company "supplies motor oil and industrial lubricants to international oil companies, automotive retailers, distributors, retailers, mass merchandisers and private label customers in 50 states and more than 100 countries." It has "maintained sponsorships in the motorsports industry" and, since '11, has held naming rights to the field used by the AFL Tampa Bay Storm, which "is also owned by Vinik and plays at the same complex as the Lightning." Amalie President & CEO Harry Barkett said that Lightning officials "broached the idea of expanding their involvement and the conversation mushroomed." Lightning Exec VP/Marketing & Communications Bill Wickett said that "some rebranding changes were happening immediately, including a revamped website and new email addresses for employees." He added that signs outside the arena "will be replaced ... before the hockey season begins in October." Neither Vinik nor Barkett "would discuss terms of the deal except to indicate it was for multiple years and, in Barkett's words, cost a 'substantial' amount." Times Publishing Co. Chair & CEO Paul Tash said that the Lightning approached the paper "when a new naming rights partner emerged, and it was a good time for a change." The Times "remains a major sponsor and will remain visible at the arena through a continued presence on the inside LED digital board, behind the coaches' bench and on the radio." Tash "declined to discuss how much less the Times would be spending on the marketing arrangement" (TAMPA BAY TIMES, 9/4). In Tampa, Ashley Gurbal Kritzer noted the Times "had four years left on its naming rights." But Tash said that the newspaper "felt it had already gotten its money’s worth when it was approached about taking its name off the building" (BIZJOURNALS.com, 9/3).
CHANNEL GUIDE: In Tampa, Jamal Thalji notes Vinik was asked yesterday "how many years it would be before construction starts" in the redevelopment of the Channel District downtown, which surrounds the arena. Vinik answered, "A better question is how many days or months until we announce something. We are deliberate but we still want to move fast." Thalji notes the "broad sketch of Vinik's plans are known: to build a walkable entertainment district from the Tampa Convention Center to the Florida Aquarium." His associates have said that he "could build residential, restaurant and retail space around the arena to support his hockey team." But the specific pieces, "like the proposed office building, are a mystery." Vinik "would not comment on that project, but said offices will be part of his plan" (TAMPA BAY TIMES, 9/4).
