Coachella Valley Arena Gets Name, Sponsor In 10-Year Deal

PALM DESERT, CA — What's in a name? The new Coachella Valley Arena, home to the Firebirds Ice Hockey Team and planned venue for live shows and more, will be known as the "Acrisure Arena."

The naming rights are for a 10-year sponsorship agreement with the Michigan-based insurance and financial technology firm.

The agreement includes permanent exterior signage, entitlement to the arena's most significant premium private hospitality space, and the prominent placement of the Acrisure logo on the roof of the building.

The deal is the first stadium or arena sponsorship for Acrisure, spokesperson Sam Threadgill said. Acrisure will see its name everywhere in the arena, from center ice to scoreboards and more.

"The Acrisure Arena reflects our commitment to raising awareness of the multiple financial solutions we're proud to offer our customers," said Greg Williams, the CEO, president and co-founder of Acrisure. "California is home to the greatest number of Acrisure clients and is the perfect market for us to enter into this type of naming rights opportunity."

The arena will be home to the Coachella Valley Firebirds, the Seattle Kraken's American Hockey League affiliate. The arena is scheduled to open this fall, with the Firebirds taking the ice in their first game in December.

Tim Leiweke, CEO of Oak View Group and leader of the arena project, spoke about the partnership Wednesday.

“We are proud to announce our naming rights agreement with Acrisure,” Leiweke said. “Acrisure Arena will be the crown jewel of the entire Coachella Valley and a major destination for the biggest artists, concerts, and sporting events in the world. Acrisure and Oak View Group are dedicated to using this platform to improve the lives of everyone in the Coachella Valley.”

Acrisure Arena in the center of Coachella Valley sits on 43.35 acres of land at I-10 and Cook Street, land owned by the H.N. and Frances C. Berger Foundation. Planned at 300,000 square feet and featuring 11,500 seats, modern suites and four premium hospitality clubs available only to 920 Premium Seats and Suite ticketholders, the site is the home of the Seattle Kraken’s American Hockey League team, the Coachella Valley Firebirds.

An adjoining facility will serve as a year-round community gathering space and the training center for the AHL team.

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