Las Vegas Arena Lands Coca-Cola and Toshiba
There is currently no NBA or NHL team in Las Vegas, but the city’s new sports arena under construction still has big brands signing on for big bucks to get their names onto the building. Scheduled to open next year, the new arena—owned by AEG and MGM Resorts—has signed Coca-Cola and Toshiba as founding partners.
Toshiba also secured naming rights to for Toshiba Plaza, a venue outside the arena that will feature its own schedule of events when the arena isn’t in use. Toshiba is also providing digital support for the new arena, while Coke will get the pouring rights inside the arena as well as Toshiba Plaza and a nearby park. Coke will also get its own “Fan Activation Zone” so it can host its own events throughout the year, according to a press release.
More than 41 million people visited Las Vegas last year according to the city’s tourism and convention bureau, so it makes sense that brands want those eyeballs, particularly the younger consumers that have been lured in by the iconic “what happens here, stays here” campaign, which was recently updated with “The Secret.”
Some of those consumers are the same music-loving millennials that brands are wooing at Coachella, as the Wall Street Journal notes.
The Toshiba and Coca-Cola deals will prove fruitful for the brands if Vegas is able to get itself an NHL team. According to the Las Vegas Review Journal, a prospective team owner, Bill Foley, has passed his own 10,000 ticket-deposit goal and “is now collecting season ticket commitments from casino companies and corporations.”
Hockey fans will have to wait until June’s meeting of the NHL board of governors to find out if their beloved sport is Vegas-bound.
