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Legends to market naming rights for Spurs’ AT&T Center

Spurs Sports & Entertainment, the parent company of the San Antonio Spurs, has appointed Legends Global Partnerships to seek a new naming rights sponsor for AT&T Center, the home arena of the NBA basketball team.

It will mark the first time in the venue’s 20-year history that its naming rights have been on the market. The arena opened in 2002 as the SBC Center before becoming AT&T Center in 2006 following SBC Communications’ rebrand to AT&T.

AT&T’s deal will expire following the 2021-22 NBA season and Legends Global Partnerships has been selected to represent SS&E in securing a new sponsor for the arena. The new deal will begin in the autumn of 2022.

Brandon Gayle, chief operating officer for SS&E, said: “We are grateful to AT&T for their commitment to our organisation and community over the last two decades.

“Our next arena naming rights partner will have a unique opportunity to reach and engage one of the most passionate and diverse fan bases in all of professional sports. We look forward to working with Legends to welcome a new partner that helps us deliver on our purpose of creating moments that excite, memories that endure and connections that strengthen our community.”

Legends Global Partnerships has previously worked on naming rights deals for SoFi Stadium, Allegiant Stadium, YouTube Theater, Banc of California Stadium and Lower.com Field.

Chris Hibbs, president of Legends Global Partnerships, added: “We are excited to partner with SS&E to find a new partner for the future of their arena and community at large.

“This is a rare opportunity for a brand to be embedded in the rapidly growing San Antonio-Austin region in a meaningful way, while also receiving a global spotlight by aligning with a legacy NBA franchise in the San Antonio Spurs.”

As well as serving as the home of the Spurs, AT&T Center hosts concerts and has welcomed the likes of Rihanna, Justin Bieber, Bon Jovi and Lady Gaga over the years.

The arena underwent renovation work totalling more than $110m (£82.1m/€96m) in 2015, with the project including new seating, a new fan zone and premium spaces, a centre-hung video board, expanded concourse and new LED signage.

AT&T also holds naming rights to AT&T Stadium, home of the NFL’s Dallas Cowboys.

In other news, the Spurs have unveiled a new VIP entrance at AT&T Center for military, veterans and USAA members. A ribbon-cutting ceremony was held for the entrance during yesterday’s (Wednesday’s) game against the Sacramento Kings.

The entrance showcases artwork and digital displays honouring US military service people. Fans with a military ID as well as members who show their USAA card, member ID, proof of insurance or USAA app can access the entrance one hour prior to tipoff at all Spurs home games and most other AT&T Center events.

Image: Katie Haugland Bowen/CC BY 2.0/Edited for size