Staples Center To Be Renamed Arena — $700 Million Deal

Largest Naming Rights Deal In History

Staples Center, the iconic arena in downtown Los Angeles, which has been the home to the Lakers, Clippers and Kings since 1999, will be renamed Arena in what is believed to be the largest naming rights deal in history.

The office-supplies company Staples originally paid $120 million for a 20-year naming rights deal in 1999. will pay $700 million for a 20-year naming rights deal.

The name change is expected to happen on Christmas Day.

“Known as the Creative Capital of the World, the city of Los Angeles and the people who call it home have always been pioneers, pushing the boundaries and innovating as the undeniable global leaders of culture and entertainment,” said Co-Founder and CEO, Kris Marszalek. “We’re very excited about partnering with AEG and investing long term in this city, starting with Arena in the heart of downtown, and using our platform in new and creative ways so that cryptocurrency can power the future of world class sports, entertainment and technology for fans in LA and around the world.”

House Kobe Built

Over the years, Staples Center has often been referred to as the “house that Kobe built,” owing to the fact that Kobe Bryant played nearly his entire NBA career there, and brought the Lakers five NBA titles in the process. The basketball legend’s widow, Vanessa Bryant, took to Instagram Tuesday night, sharing on her stories a photo post by @kobemural and noting, “Forever known as the house that Kobe built.”

According to, “the new agreement includes official designations across Arena, L.A. LIVE, Microsoft Theater, The Novo, the Los Angeles Lakers and the LA Kings, strategically placing the fastest growing crypto platform at the forefront of the global sports and live-entertainment industry for the next 20 years.”

“This partnership represents the fastest-growing cryptocurrency platform and the biggest sports and live entertainment company in the world converging to drive the future of sports and live entertainment as well as the incredible legacy of this arena for decades to come,” said Todd Goldstein, Chief Revenue Officer of AEG. “It marks an exciting new chapter in the history of our company and our respective industries, and we couldn’t be more thrilled to have such a visionary partner like supporting our global fan base and local community.”