Competitive Edge - Sports & Entertainment Marketing News

Goodbye, Staples Center. Hello, Arena


Staples Center is getting a new name for Christmas: Arena.

The downtown Los Angeles venue — home of the Lakers, Clippers, Kings and Sparks — will wear the new name for 20 years under a deal between the Singapore cryptocurrency exchange and AEG, the owner and operator of the arena, both parties announced Tuesday.

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Discussion Questions:

  1. What is sponsorship?
  2. Why do companies invest in sponsorship programs with sports and entertainment properties?
  3. What are naming rights?
  4. Why would a company want to invest in naming rights to an arena like this one?
  5. Why do you think Staples chose to let its naming rights deal expire?
  6. Why do you think would be interesting in the naming rights?
  7. What is publicity?
  8. Through social media, many fans were critical of the name change. How do you think that publicity might impact
  9. Do you think will benefit in the long-term from the investment? Why or why not?
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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