U.S. Cellular Coliseum Lands New Naming Rights Sponsor

BLOOMINGTON, Ill. (CelebrityAccess) — After spending its first eleven years as the U.S. Cellular Coliseum, the Bloomington arena will soon be known as Grossinger Motors Arena.

According to the Bloomington Pantograph, the new name comes after the Bloomington City Council voted unanimously Monday in favor of a contract awarding the venue's naming rights to a regional auto dealership.

The terms of the new naming rights agreement will continue until 2022 and will see the Lincolnwood-based Grossinger Auto Group pay $175,000 per year for the next five years.

The previous naming rights agreement with U.S. Cellular expired in 2006 after a ten-year term. The 8,000-capacity arena first opened its doors in 2006 and is currently managed on behalf of the city by VenuWorks.

"I am glad we finally do have a name for the arena because they were losing money every month that we didn't have a name," Ward 8 Alderman Diana Hauman told the Pantagraph. "I am glad that we're again seeing (the naming rights) revenue come in, and I am certainly glad it's a local organization that is sponsoring the arena."