NBA basketball franchise the Detroit Pistons has entered into a partnership with global investment firm Platinum Equity, which was founded by the team’s owner Tom Gores.
As part of the multi-year deal, Platinum Equity will receive brand exposure on the hardwood at Little Caesars Arena, the recently-opened venue that the Pistons will share with NHL ice hockey team the Detroit Red Wings.
The company’s logo will feature in two locations on each side of the half-court line inside the arena.
Platinum Equity will also be promoted across the Pistons’ social media platforms, while its logo will be included on arena court designs and in all NBA-licensed video games.
“We’ve had overwhelming interest from corporate partners that want to be part of our move downtown and competition for presence in the new arena has been intense,” Pistons vice-chairman Arn Tellem said.
“We had a competitive bidding process that included several large corporate players, and in the end Platinum stepped up with the highest bid.”
Platinum Equity joins the likes of Henry Ford Health System, Flagstar Bank, Fiat Chrysler Automobiles, United Shore Financial and McDonald’s in supporting the Pistons’ move to Little Caesars Arena.
“Tom’s ownership of the Pistons has given us a front row seat for the dramatic turnaround story being written in Detroit,” Platinum Equity partner Mark Barnhill, added. “We’re in the turnaround business and are pleased to put our name at centre court in a new arena that is a pivotal part of that larger turnaround story. It’s a great fit for the Platinum Equity brand.”