Belfor Property Restoration has signed up as a landmark-level partner of Little Caesars Arena, the new home of NHL ice hockey franchise the Detroit Red Wings and NBA basketball team the Detroit Pistons.

The multi-year deal begins with the upcoming 2017-18 season and grants Belfor extensive brand exposure at the arena, which is due to open in September.

The company will also hold naming rights to the Red Wings’ practice facility, which will be known as the Belfor Training Center. Belfor will benefit from exterior signage on the entrance to the facility, as well as branding throughout the space.

Michigan-based Belfor will also receive an in-ice logo on the main centre ice at Little Caesars Arena.

“We’re proud to build on our existing relationship with the Ilitch family and Olympia Entertainment through our landmark sponsorship,” Sheldon Yellen, Belfor chief executive, said.

“Little Caesars Arena is going to be one of the finest arenas in the world, right here in our own backyard. This is a great opportunity to connect with the fans, residents and businesses in Detroit to support the Detroit Red Wings, and the unbelievable entertainment that will come as a result of this amazing building.”

Meanwhile, Olympia Entertainment, which operates Little Caesars Arena, has revealed that the venue will be fitted with free Wi-Fi. Olympia Entertainment made the announcement in conjunction with US telecommunications company Comcast.

“It’s such a big part of operating a modern-day arena and creating a modern-day fan experience,” Tim Collins, a Comcast senior vice-president in Michigan, said, according to the Detroit Free Press newspaper. “The Wi-Fi is the one part of the technology that’s very visible to consumers. They know it either works – or it doesn’t. It’s either fast – or it’s not.”

Image: Little Caesars Arena