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

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).