Orlando, FL – In a significant rebranding move, Orlando’s central hub for sports and entertainment, formerly known as the Amway Center, has officially been renamed the Kia Center. This change, effective from December 20, 2023, marks a new era for the venue, home to the NBA’s Orlando Magic.
Kia America’s comprehensive partnership with the Orlando Magic includes the installation of new indoor and outdoor signage, showcasing the brand’s commitment. In addition to this, the venue will see the introduction of electric vehicle (EV) charging stations and exclusive Kia vehicle displays. A significant addition is the Kia Terrace, designed as a hospitality lounge that will cater to both automotive enthusiasts and fans of sports and music.
Magic CEO Alex Martins expressed excitement over the expanded partnership with Kia America, highlighting the shared values and vision of both organizations. He emphasized the partnership’s potential to leverage the NBA’s platform for effective brand messaging, reaching fans and beyond. Moreover, Kia’s role as a ‘Champion of the Community’ partner aligns with the Magic’s community engagement goals in Central Florida.
Sean Yoon, President and CEO of Kia America, highlighted the naming of the Kia Center as a testament to the strong relationship between Kia and the Orlando Magic. Yoon pointed out the venue’s significance not just for locals but also for global tourists visiting Central Florida. He also drew attention to Kia’s coast-to-coast presence in the U.S., with the Kia Center in Orlando complementing the Kia Forum in Los Angeles.
Key Points of the Partnership:
- The Kia Center becomes the official venue for the Orlando Magic and a central hub for sports and entertainment in downtown Orlando.
- This renaming coincides with Kia’s launch of the EV9, the automotive industry’s first mainstream 3-row all-electric SUV.
- Kia’s partnership with the Orlando Magic extends beyond naming rights to include community-focused initiatives in Central Florida.
- The naming rights of the Kia Center in Orlando parallel the earlier renaming of the Kia Forum in Los Angeles, marking a strategic expansion for Kia in the U.S.
Kia’s Influence and Recognition:
- Kia is acknowledged as one of the TIME100 Most Influential Companies of 2023.
- It has been named the Most Dependable Mass Market Brand for three consecutive years by J.D. Power.
- The company offers a diverse range of vehicles, including gasoline, hybrid, plug-in hybrid, and electric models, sold through over 775 dealers across the U.S.
The Impact of the Kia Center:
- Since its opening in 2010, the downtown Orlando arena has been a focal point for the community, receiving multiple accolades.
- It was named the 2012 Sports Facility of the Year by SportsBusiness Journal and received the Venue Excellence Award from the International Association of Venue Managers.
- Fans voted the facility as the No. 1 venue in the NBA for game experience.
The NBA’s Global Reach:
- The NBA continues to be a major global sports and media entity, with a presence in 214 countries and territories, offering games and programming in 50 languages.
- NBA rosters feature a diverse array of international players, underscoring the league’s global appeal.
- NBA Digital assets include NBATV, NBA.com, the NBA App, and NBA League Pass, contributing to one of the world’s largest social media communities in the sports domain.
This renaming and partnership reflect the dynamic nature of sports and entertainment venues adapting to the evolving landscape of global brands and community engagement. The Kia Center is poised to become a landmark in Orlando, driving forward both the sports industry and community initiatives.
