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Sponsorship & Marketing

New Orleans Pelicans’ Smoothie King arena naming deal renewed

Featured image credit: NBA

The New Orleans Pelicans NBA franchise has renewed its arena naming rights contract with American company Smoothie King.

The venue will retain its Smoothie King Center identity as the initial 10-year agreement signed in 2014 approaches its end.

It was estimated to be worth nearly $40 million (£31.4 million/€36.2 million) but details on the specific length or value of the new deal have not been released.

“We are thrilled to extend our relationship with Smoothie King and maintain the iconic Smoothie King Center as the home of the New Orleans Pelicans,” said the NBA team’s governor Gayle Benson.

“This partnership has been instrumental in creating a dynamic and engaging environment for our fans.

“Smoothie King’s commitment to wellness and community aligns perfectly with our values, and we look forward to continuing to build on the success we’ve achieved together.”

The Pelicans’ lease at the arena, which boasts a maximum capacity of 18,500, is due to expire this summer, but the franchise has said it intends to exercise an option to remain there until at least the end of the current decade.

However, it is also due to explore longer-term plans that could include building a new venue or carrying out extensive renovations to the current facility.

To celebrate the renewal of the naming rights partnership, the first 1,000 fans to arrive at the arena for the Pelicans’ game against the Los Angeles Clippers on January 5 (Friday) will be gifted a limited edition King Cake Smoothie.

“The Smoothie King story began in New Orleans 50 years ago when our founder created the first smoothie and literally coined the term there, forever linking our brand to what is truly a special city,” said Smoothie King chief executive Wan Kim. 

“We’re so excited to continue to be a part of the community and have a strong presence there through our stores and our partnership with the Pelicans – an organisation that shares our commitment to a healthy and active lifestyle – for years to come.”