Orlando Magic rename arena to Kia Center

Orlando Magic rename arena to Kia Center

The Orlando Magic have officially renamed their arena, formerly known as Amway Center, to Kia Center, the team announced Wednesday.

PRESS RELEASE:
Orlando’s Premier Downtown Sports and Entertainment Destination to be Renamed @TheKiaCenter#MagicTogether https://t.co/3K1y4EwFO9

— Orlando Magic PR (@Magic_PR) December 20, 2023

A new era in the O 🪄

Introducing @TheKiaCenter! pic.twitter.com/iEvER66GBp

— Orlando Magic (@OrlandoMagic) December 20, 2023

This ends the 13-year run with Amway, whose original founder was Richard DeVos, who co-owned the Magic from 1991 up until his death in 2018 (his family still owns the franchise). Amway Center was originally opened on Oct. 1, 2010, after it played in the Amway Arena since the franchise’s inception in 1989.

“The Orlando Magic and Kia America have been proud partners for several years and we share in the excitement of Kia’s success and growth,” Magic CEO Alex Martins said via release. “We look forward to our expanded partnership which allows Kia to drive its brand forward and deliver a direct, impactful message to our fan base and beyond using the power of the NBA.”

Kia is a very recognizable brand across the NBA, so the partnership makes sense. Kia is the NBA’s official automotive partner of the NBA and is the title partner with multiple NBA Awards, such as the MVP, All-NBA Teams, All-Defensive and All-Rookie Teams. It also has partnerships with the WNBA and over a dozen NBA Franchises, such as the Atlanta Hawks, Golden State Warriors and New York Knicks. 

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The terms of the contract were not disclosed, and the change is expected to be in effect immediately. Amway Global reached a 10-year, $40 million deal with the organization back in 2010, so the new deal is likely expected to be for more money.

“The naming of the Kia Center is another example of the strength of our partnership and provides us a year-round sports and entertainment platform for our fans,” Sean Yoon, President and CEO, Kia America, said via release. “This facility is a spectacular asset for those who call Central Florida home and for those who visit this global tourist destination. Coupled with our naming rights of the Kia Forum in California, we now stretch from coast to coast.”

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