Say goodbye to downtown Orlando's Amway Center, as the $380 million sports and entertainment arena which opened on October 1, 2010, is now to be known as the Kia Center!
The downtown Orlando sports and entertainment arena formerly known as Amway Center has a new name following a big bucks partnership between the Orlando Magic and a new naming rights partner, South Korean multinational automobile manufacturer Kia, with the arena now named the Kia Center.
Groundbreaking first began on the multi-purpose arena back on July 25, 2008, with the $380 million Amway Center opening on October 1, 2010. Amway have held the naming rights to the arena since its opening 13 years ago, with the deal costing Amway in the region of $40 million over the length of the contract.
The popular downtown arena is owned by the city of Orlando, and is home to its principal tenant, the Orlando Magic basketball team. As well as hosting the Magic, the arena is home to the Orlando Solar Bears ice hockey team and many of Orlando's biggest concerts and events, hosting over 220 events annually.
Now with Amway walking away from the naming rights, Kia has bought the naming rights to the arena, now known as the Kia Center starting today, Wednesday, December 20. 2023.
The partnership will include new indoor and outdoor signage, the installations of EV charging stations, Kia vehicle displays and the Kia Terrace, a hospitality lounge for the enjoyment of automotive enthusiasts and sports and music fans.
“The Orlando Magic and Kia America have been proud partners for several years and we share in the excitement of Kia’s success and growth,” said Magic CEO Alex Martins. “We look forward to our expanded partnership which allows Kia to drive its brand forward and deliver a direct, impactful message to our fan base and beyond using the power of the NBA. Kia also becomes a ‘Champion of the Community’ partner and we look forward to working together to positively impact the Central Florida community.”
“The naming of the Kia Center is another example of the strength of our partnership and provides us a year-round sports and entertainment platform for our fans,” said Sean Yoon, President and CEO, Kia America. “This facility is a spectacular asset for those who call Central Florida home and for those who visit this global tourist destination. Coupled with our naming rights of the Kia Forum in California, we now stretch from coast to coast.”
This also furthers the relationship between the car maker and the NBA. It is the official auto partner of the NBA and the Magic.
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