SAN DEIGO (CelebrityAccess) — AEG Management SD announced they have secured a new naming rights deal for the historic San Diego Sports Arena that will see it officially renamed as the Pechanga Arena.
The five-year agreement with Pechanga Resort Casino has also been approved by the San Diego City Council, who AEG Management SD operates the arena on behalf of.
A complete signage and interior branding changeover to reflect the new sponsorship deal is expected to be in place at the arena by Saturday, December 21.
“Large-venue naming rights opportunities rarely avail themselves within the Southern California entertainment landscape,” said Jared Munoa, President of the Pechanga Development Corporation. “We’re very pleased to have been considered for this possibility. We think it’s a reflection of the Pechanga brand and the refinement it carries. A lot of San Diegans are familiar with Pechanga and who we are, and this partnership helps us strengthen that connection.”
According to AEG, AEG Management officials reached out to Pechanga about venue naming rights in the fall after learning another Southern California casino would not be renewing its naming rights contract.
Arena officials believe the new partnership will further assist them in recruiting top entertainment and sustain its three sporting tenants, the San Diego Gulls, San Diego Sockers, and the San Diego Seals.
The sports arena has plans in the works to make improvements to its venue and service offerings including repaving the guest parking lot, upgrading ticketing and others that are being considered in its budgeting process.
The 15,000-capacity arena debuted in 1966 and has since played hosts to concerts by artists such as Jimmy Hendrix, Metallica, Diana Ross, Madonna, Lady Gaga, Justin Bieber, and Slayer, who kicked off their farewell tour at the arena in May.