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Red Wings sign double deal ahead of arena move

Belfor Property Restoration has agreed a deal to sponsor Little Caesars Arena, the new home of the Detroit Red Wings, while the NHL ice hockey team has also renewed a partnership with Athletico Physical Therapy, an orthopaedic rehabilitation services company.

Belfor has signed a multi-year deal to serve as a landmark-level partner of the arena, which is due to open in September.

The company will also title sponsor the Belfor Training Center, the team’s practice facility, as well as the Red Wings itself. Belfor’s branding will be prevalent on the exterior of the facility, with the company to also benefit from exposure inside.

Further promotion will be granted with an in-ice logo at Little Caesars Arena, which will also serve as the home of Detroit’s NBA basketball team, the Pistons.

Belfor joins Anheuser-Busch, Comerica Bank, Chevrolet, Coca-Cola, Huntington, Labatt, Meijer and St Joseph’s Mercy Healthcare as landmark partners of the arena.

Meanwhile, Athletico Physical Therapy has signed a new deal with the Red Wings covering the 2017-18 season.

Athletico will benefit from signage at Little Caesars Arena during Red Wings games and other events, as well as digital and social media exposure. The company will also sponsor and provide post-race stretching for runners at the Hockeytown 5K event on September 10.