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Orlando Magic conjures up Disney Parks extension

North American NBA basketball franchise the Orlando Magic has extended its partnership with Disney Parks, a subsidiary of the Walt Disney Company that manages the media and entertainment firm’s theme parks and vacation resorts.

Under the agreement, the terms of which were not disclosed, Disney Parks will retain its designation as one of the team’s ‘Champions of the Community’ sponsors.

Disney Parks will benefit from a stronger branding presence on various surfaces inside the team’s Amway Center home arena. The ‘Disney Atrium’ area of the arena will continue to offer fans an interactive experience, including Disney-themed video messaging.

Disney Parks will also continue to promote its parks and resorts, including Walt Disney World Resort in the Floridian city of Orlando, via a range of digital and social activations in partnership with the team.

In addition, Disney Parks and the Magic will continue to work together on a host of community initiatives within the Central Florida area through support of the Orlando Magic Youth Foundation, the team’s charitable arm.

Disney Parks will also continue to serve as the official cruise line and theme park of the Orlando Magic.

Alex Martins, chief executive of Orlando Magic, said: “As a pillar in the Central Florida community, Disney has established a great legacy. Our commitment to the Central Florida community will remain our focus, working towards the goal of becoming champions both on and off the court.”