Casino partners with AEG in naming rights deal

Valley View Casino & Hotel has agreed a five-year deal with renowned stadium and venue operators AEG to rename the San Diego Sports Arena.

Valley View Casino & Hotel has agreed a five-year deal with renowned stadium and venue operators AEG to rename the San Diego Sports Arena.
 
Under terms of the deal, the venue will know be now be known as the Valley View Casino Centre. The partnership between Valley View and AEG, the firm that manages the arena, was approved by the San Diego City Council and will take effect on 1st November.
 
It is thought that the naming rights deal will include a US$1.5 million payment to AEG over five years, while the city is expected to receive US$157,000 over the same period.
 
General manager at Valley View Casino & Hotel Bruce Howard expressed his delight at the deal: "We are thrilled to partner with the longstanding tradition of top quality sports and entertainment that the San Diego Sports Arena has established throughout its legendary existence. We look forward to working closely with the City of San Diego, the Hahn family and AEG, the most recognizable name in the sports and entertainment industry, to grow both the Valley View Casino Centre and Valley View Casino & Hotel brand."
 
AEG Facilities' Ernie W. Hahn II, senior vice president and general manager of the venue, said of the new deal: "This is a great partnership for the arena and Valley View Casino & Hotel, San Diego's favourite casino. With Valley View Casino & Hotel as our partner, we will continue to raise the entertainment experience and number of shows while still being the busiest and most centrally located arena in San Diego. We are excited to have such a great marketing partner to showcase our recent improvements and help make us better moving forward."
 
In 2008 the San Diego Sports Arena partnered with AEG Facilities.
 
Nick Baker, vice president, partnership sales, AEG Global Partnerships, added: "The Valley View Casino Centre is going to combine the leading sports and entertainment provider in the world with the reputation of a first-class casino hotel with the iconic history of the San Diego Sports Arena. We are eager to get started and kick off this exciting long-term partnership."
 
The famous arena recently underwent a US$3.5 million renovation which included the addition of a new arena club and lower-level seating. The arena will host the 2010 Fed Cup Final between the U.S. and Italy in November, marking the first time the Fed Cup has been played on US soil since the US won their 17th Fed Cup ten years ago. Since its inception in 1966, the 15,000-seat multi-purpose venue has hosted major artists such as Elvis Presley, the Rolling Stones and U2.