Tuesday
Mar052013

StubHub Punches Ticket To Home Depot Center For First Naming Rights Deal

By Barry Janoff

March 5, 2013: Since 2000, StubHub has been an online destination where people can buy tickets in order to attend sports, entertainment and other events at stadiums and arenas.

Now, StubHub itself has become a sports and entertainment destination.

The San Francisco-based ticket broker has signed a six-year deal for naming rights for The Home Depot Center in Carson, Calif. Financial terms of the deal were not disclosed. This is StubHub's first naming rights deal.

The venue, on the campus of California State University, Dominguez Hills, is home to the Los Angeles Galaxy and Chivas USA clubs in Major League Soccer, the National Training Center for the U.S. Soccer Federation, the west coach headquarters for U.S. Tennis Assn. Player Development and the Velo Sports Center official training track for the U.S. National Track Cycling Team.

AEG, which built and owns the facility, has been looking for a new naming rights partner since The Home Depot said late last year that it would not renew its ten-year pact, which expires in June.

StubHub said that signage at multi-sport facility would be replaced in June and that StubHub Center would officially be re-launched on June 19 when the defending MLS champion Galaxy host the Portland Timbers.

The agreement includes "on-site assets including prominent, permanent signage of two giant digital freeway marquee signs as well as throughout the entire 125-acre facility, on-site interactive fan experience activities, integration into the official venue Web site and Los Angeles Galaxy team marketing assets."

“As leaders in the ticketing industry, providing the highest levels of customer satisfaction and as an increasingly popular consumer brand, this partnership is groundbreaking for our company. We look forward to the relationship with millions of fans at StubHub Center,” Danielle Maged, global head of partnerships and business development for StubHub, a division of eBay, said in a statement. “At StubHub, we have an unyielding focus on the fan experience and with our partners at AEG, we intend for StubHub Center to be the embodiment of that focus as we work to create one of the most fan-friendly stadiums in the world.”

"We intend for StubHub Center to be the embodiment of that focus as we work to create one of the most fan-friendly stadiums in the world.”

Other marketing partners at the venue include adidas, American Express, Anheuser-Busch, Coca-Cola, Farmers, McDonald's and Toyota.

According to Shervin Mirhashemi, president-AEG global partnerships, “We have always had great respect and admiration for StubHub and their industry leading sponsorship activation in recent years and, it’s because of their tremendous success throughout North America and their dedication to creating great customer service experiences for guests that truly makes this such an important deal for AEG and the millions of fans that will be exposed to this partnership in the coming years.”

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