April 19, 2010: Yum! Brands, which oversees such food brands as KFC, Taco Bell and Pizza Hut, said it has secured the naming rights for the new arena scheduled to open in downtown Louisville, Ky., this fall.
The $13.5 million, ten-year agreement is between Yum! Brands and Team Services, a naming rights agency that was retained by the Louisville Arena Authority. The deal includes a "right of first negotiation to extend the agreement for five years beyond the ten-year agreement if both parties agree in the eighth year," according to Yum! Brands.
The KFC Yum! Center will be home to the University of Louisville men's and women's basketball and will play host a variety of top concerts and family events, per LAA. Already committed to the venue is the 2012 NCAA Women’s Volleyball Championship, to be held Dec. 13-15, 2012.
Other KFC Yum! Center partners include Coca-Cola, Norton Healthcare and McDonald's Restaurants of Kentuckian Co-op.
Yum! Brands, headquartered in Louisville, will have "prominent exterior signage positions, including overlooking the Ohio River, as well as a position on the arena roof," according to Yum! Brands. Within the 721,000 square-foot arena there will be seven different restaurant concession areas where consumers can purchase KFC, Taco Bell and Pizza Hut products, which will vary depending on the event being held at the Center. Yum! Brands also gets other perks, including a double center court suite, digital messaging rights, an interior signage package and premium hospitality options.
“Yum! Brands is extremely proud that Louisville’s newest and most spectacular venue will be named the KFC Yum! Center,” David Novak, chairman and CEO of Yum! Brands, said in a statement, “As the world’s largest restaurant company based in Louisville, with 1,400 local employees, we have always been committed to investing in our own hometown . . . The KFC Yum! Center is another great way for us to give back to the community and make it a great place for our employees and their families."
According to Jim Host, chairman of the Louisville Arena Authority, We are absolutely thrilled to unveil our new arena name, KFC Yum! Center. We have been patient throughout this process, knowing the excitement was building for this particular day when we could announce which company would capitalize on this marquee naming rights partnership.”