United Airlines lands 20-year naming extension for Chicago arena

Chicago-based airline United Airlines has extended its naming-rights agreement for the city’s United Center arena by another 20 years.

The United Center is home to NBA basketball team Chicago Bulls and NHL ice hockey franchise Chicago Blackhawks, and the new deal has been sealed by the two teams, United Airlines and United Center Joint Venture – the organisation that owns and operates the facility. Financial terms were not disclosed.

United Airlines will continue as official airline to the United Center, the Bulls, and the Blackhawks, and will receive advertising and promotional exclusivity in the airline category. It will also be able to use to all three entities’ markings in promotional campaigns and serve as the presenting sponsor for the United Center’s 25th anniversary celebrations during the 2019-20 season.

A selection of new signage, additional LED boards and features to enhance fan experience at the United Center are scheduled to be installed over the next four-to-six months to coincide with the renewed sponsorship announcement. The new features are slated to be formally unveiled in spring 2014.

The United Center has been home to Chicago Blackhawks and Chicago Bulls since it opened in 1994. United Airlines’ sponsorship was announced two-years previously and its current deal was due to expire next year.