Chinese technology company Lenovo has stepped up its association with the Carolina Hurricanes and the state of North Carolina by signing on as the new naming rights partner of the NHL franchise’s home arena.
The 10-year contract will run through the 2033-34 National Hockey League season and sees the former PNC Arena rebranded as the Lenovo Center. The Raleigh News & Observer said the deal is worth $60m (£45.7m/€54.1m).
Lenovo has held deep ties to North Carolina since 2005, with one of the company’s two global headquarters located in Morrisville. Lenovo is one of the largest employers in the Triangle region, with an estimated $1.5bn economic and fiscal impact in North Carolina each year.
Lenovo has been a partner of the Hurricanes since 2010. As part of the expanded partnership announced yesterday (Thursday), Lenovo will be the official technology partner of the Hurricanes and the organisation will implement the company’s technology throughout the arena and in its operations to enhance the fan experience.
PNC Arena originally opened as the Raleigh Entertainment and Sports Arena in 1999. The building became the RBC Center in 2002 and was renamed PNC Arena after PNC Bank’s acquisition of RBC in 2012.
Home to the Carolina Hurricanes and NC State University men’s basketball program, the arena is owned by the Centennial Authority and managed by Gale Force Sports & Entertainment, a subsidiary of Hurricanes Holdings.
The original 20-year naming rights contract was reportedly worth $4m per year, with PNC signing a two-year extension in 2022 that ran through August 2024. The Hurricanes on Monday announced that it was entering into a new collaboration with PNC Bank through sponsorship of the PNC Victory Club and the PNC Club Level at the now Lenovo Center.
Brian Fork, CEO of Hurricanes Holdings, said: “Lenovo has both strong local ties and a worldwide footprint, and we’re proud to have the Hurricanes’ name associated with a true leader in global technology. As we transition to this new era, we are grateful for our longtime naming rights collaborator, PNC, who will continue to be a major partner of our organisation.”
Philip Isley, chairman of the Centennial Authority, added: “This partnership is about more than just re-naming the arena. Lenovo will play a vital role integrating technology into our upcoming arena renovations and enhancements. Lenovo has deep roots in North Carolina, and we’re thrilled that they are strengthening those roots with this naming rights agreement.”
The Lenovo deal was announced after the Hurricanes on Wednesday released the first renderings of the Raleigh Sports & Entertainment District, a planned $1bn mixed-use development surrounding its home arena.
The plans, which are being led by Pacific Elm Properties and Gale Force Sports and Entertainment, call for the redevelopment of an 80-acre site near the arena and Carter-Finley Stadium. The latter venue serves as the home of NC State’s American football team.
The first phase will begin in December 2025 and will include an expanded plaza to complement the upcoming arena renovation, which is separate to the wider district project.
