So the new Red Wings arena being built in Detroit has a name, and it’s no surprise.
The Detroit Red Wings currently play at Joe Louis Arena, which is named after boxing great Joe Louis, and that opened in 1979.
As you probably know already, the new complex is part of “District Detroit,” a large 50-block development that will include retail, residential, parking, and more.
According to a statement, the 20-year naming rights agreement averaging more than $6.25 million per year paves the way for Little Caesars Arena branding on the roof of the arena, on the exterior, at entrances and at center ice, among other opportunities. In addition, Little Caesars will become the official Detroit Red Wings Web site and social media presenting sponsor starting with the 2017-18 NHL season. The agreement is estimated to be the largest investment in a naming sponsorship for a building whose sole professional sport is hockey.
“Little Caesars has experienced incredible growth over the last decade,” said David Scrivano, president and CEO of Little Caesars. “We were founded in the Detroit area 57 years ago as a family company and grew to become the world’s largest carryout-only pizza chain from right here in the city.
Crain’s says revenue around naming rights revenue is kept by the Ilitches under their management and lease deal with the city’s Downtown Development Authority, which ultimately owns the building.
The Freep says there will be five restaurants, seven clubs and several stories of a glass-enclosed “urban experience,” whatever that means.
According to those with the project, to date, $416 million in contracts (92% of contracts) have been awarded to Michigan-based organizations and $298 million (66% of contracts) to Detroit-based and -headquartered businesses. Detroit residents have logged over 129,000 work hours on the site.
The last thing to wonder is if there’s going to be a giant 3-D Little Caesars guy on the top, like some of their pizza chain locations.