Detroit Pistons rev up arena partnership with Fiat Chrysler

North American automobile manufacturer Fiat Chrysler Automobiles (FCA US) has entered into a partnership with NBA basketball team the Detroit Pistons.

Under the agreement, the terms of which were not disclosed, FCA US will acquire the naming rights to the West Atrium section of The Palace of Auburn Hills, the team’s home arena.

The section, which in 2013 underwent a $1m (€901,000) renovation, will now be known as the Dodge Atrium.

FCA US will display a number of its vehicles inside the Dodge Atrium and also benefit from branding on signage outside and inside the section.

As part of the deal, agreed with Pistons’ owner Palace Sports & Entertainment, FCA US will also take the naming rights to the Ivy Lounge area at the company’s DTE Energy Music Theatre facility.