The home of the Orlando Magic and Orlando Solar Bears is getting a new name. After Amway's title sponsorship was not renewed, Kia, the NBA's official auto sponsor, has been named the new naming rights holder for the arena. The Kia Center, as it will now be called, will give the venue a new name for the first time since it opened in 2010.
“The Orlando Magic and Kia America have been proud partners for several years and we share in the excitement of Kia’s success and growth,” Magic CEO Alex Martins said. “We look forward to our expanded partnership which allows Kia to drive its brand forward and deliver a direct, impactful message to our fan base and beyond using the power of the NBA.”
Amway, owned by the DeVoss family, which also owns the Magic franchise, had been the name of the arena and its predecessor facility for nearly two decades. Signage for Amway has been slowly removed over the past few weeks ahead of the new Kia partnership announcement.