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Little Caesars serves up naming rights for new Red Wings arena

Pizza restaurant chain Little Caesars has agreed a deal with the Detroit Red Wings to become the naming rights partner of the NHL ice hockey franchise’s future home arena.

Little Caesars, which was founded by Red Wings owner Mike Ilitch, struck the 20-year agreement with Olympia Entertainment, which operates the club. The deal will average out at more than $6.25m (€5.49m) per year, Olympia Entertainment confirmed. The venue will officially be titled Little Caesars Arena.

Under the agreement, Little Caesars’ branding will appear on the arena’s roof, exterior, entrances and at centre ice. The company has also been named the official website and social media presenting sponsor of the Red Wings in a deal that will commence with the 2017-18 NHL season. Little Caesars Arena is scheduled to open in September 2017 in time for that campaign.

“As we continue to add stores in more countries across the globe, and as we prepare to expand our world headquarters campus right here in The District Detroit to accommodate our growth, now is the perfect time to sign on as a naming rights partner for what is going to be one of the world's premier sports and entertainment destinations,” David Scrivano, president and chief executive of Little Caesars, said.

“This sponsorship will give us broader visibility than we've ever had before, and we couldn't be more excited about this amazing investment in our brand, right down the street from our headquarters campus in the city we love.”

As well as Red Wings games, the 20,000-capacity Little Caesars Arena will host entertainment shows, concerts and community functions. A number of companies have already signed up as sponsors of the arena, including US financial services company Comerica Bank, locally-based supermarket chain Meijer and Saint Joseph’s Mercy Healthcare, which have each been named landmark partners.

Little Caesars Arena will serve as the cornerstone of The District Detroit – a $1.2bn project designed to fuel the city’s redevelopment.