Orlando Magic rename their home court as Kia Center replacing Amway Center

Orlando Magic on Wednesday, officially renamed their arena to Kia Center, marking the end of the venue's 13-year identity as Amway Center. The rebranding process, in motion for some time, was evident in the morning unveiling, with the Kia logo adorning banners above the court and on basket stanchions.

Security personnel sported new vests featuring the logo, and employees were issued updated swipe access cards reflecting the arena's new name.

Details of the recent naming rights agreement were not revealed. Initially valued at approximately $4 million annually, the original deal with Amway was undisclosed.


The first event under the updated sponsorship features a matchup between the Orlando Magic and Miami Heat on Wednesday night.

Magic CEO Alex Martins expressed enthusiasm for the extended partnership with Kia America, highlighting the shared pride in Kia's achievements and growth.

Martins anticipates the collaboration enabling Kia to enhance its brand visibility and convey a compelling message to the NBA audience and beyond.

For many years, Kia and the NBA have formed a long standing partnership. Kia serves as the presenting sponsor for various league awards, holds deals with over 13 franchises (including a 15-year collaboration with the Magic), and played a role in the memorable moment when Blake Griffin leaped over a Kia during the 2011 All-Star weekend dunk contest.

Amway has maintained evident connections with the Magic since the team's beginning. Originally owned by Richard DeVos, a co-founder of Amway, the team remains under DeVos's family ownership and control even after his passing in 2018.

Opened on October 1, 2010, the arena now hosts the Orlando Magic basketball team and the Orlando Solar Bears hockey team. It's a sought-after venue for sold-out concerts featuring renowned artists such as Taylor Swift, Ed Sheeran, Billie Eilish, and others.

At the event, Kia America's President and CEO, Sean Yoon, assured attendees that the advanced venue would not only exhibit Kia's latest electric vehicles but also enlighten guests about the upcoming developments in the automotive industry.

Yoon highlighted Kia's expanding presence in the sports and entertainment domain, emphasizing its nationwide influence, evident through the acquisition of naming rights for the Kia Forum in California in April 2022.

FAQs:

Q1: Where is the Orlando Magic basketball team based?
A1: Orlando, Florida.

Q2: When was the Orlando Magic franchise established?
A2: 1989.