Competitive Edge - Sports & Entertainment Marketing News

Crypto Exchange FTX on the Verge of Winning Naming Rights for the Miami Heat’s Arena


According to a report, as part of this agreement, the venue, which has been known as the “American Airlines Arena” for two decades, will be renamed the “FTX Arena.” In return, Miami-Dade, which controls the naming rights for the building, will receive “an undisclosed amount of yearly payments from FTX.”

Click here to read the story at

Discussion Questions:

  1. What is sponsorship?
  2. What are naming rights?
  3. Why would an arena be willing to sell naming rights to the venue?
  4. Why would a company want to invest in a naming rights partnership?
  5. What kind of company is Crypto Exchange FTX?
  6. Why would they want the naming rights to the Miami Heat’s arena?
  7. According to this story, who controls naming rights to the arena?
  8. How will Miami-Date county benefit from the partnership?
  9. How will the Miami Heat benefit from the partnership?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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