By Barry Janoff
June 3, 2013: The home of the MLS' Los Angeles Galaxy and Chivas USA, which also is an official U.S. Olympic and Paralympic Training Site and home to the U.S. Tennis Assn.'s High Performance Training Center and the national team training headquarters for the U.S. Soccer Federation, is officially getting its promised renaming makeover.
The venue, located on the campus of California State University, Dominguez Hills, opened June 1, 2003 as The Home Depot Center. Earlier this year, StubHub acquired naming rights after The Home Depot said it would let its deal expire.
Industry analysts said the StubHub deal exceeded in value that of The Home Depot's, which was $70 million over ten years. It is the first for the San Francisco-based online ticket broker.
The agreement includes "on-site assets including prominent, permanent signage of two giant digital freeway marquee signs as well as throughout the entire 125-acre facility, on-site interactive fan experience activities, integration into the official venue Web site and Los Angeles Galaxy team marketing assets."
StubHub said that more than 1,000 signs reflecting the new naming rights agreement for the venue are being replaced, including the main sign over the entrance. StubHub did not say how much the change of signage and other related rebranding would cost.
StubHub, a division of eBay, said that beginning with the Los Angeles Galaxy vs. Portland Timbers MLS match on June 19, StubHub Center would unveil many new "fan-friendly" activation components including a new fan fest area located in the venue’s southwest plaza, a commemorative ticket experience and other fan-oriented activations located throughout the stadium.
Other partners at The StubHub Center include adidas, American Express, Anheuser-Busch, Coca-Cola, McDonald's, Toyota and Time Warner Cable.
The former Home Depot Center was home to soccer star David Beckham beginning in 2007. The Galaxy won the MLS title in 2012, Beckham's last in the league.
"This partnership is groundbreaking for our company. We look forward to the relationship with millions of fans at StubHub Center."
The $150 million, privately financed facility was developed and is managed by AEG. StubHub Center features an 8,000-seat tennis stadium; a 27,000-seat stadium for soccer, football and other athletic competitions and outdoor concerts; a 2,000-seat facility for track & field and the 2,450-seat indoor VELO Sports Center for track cycling.
“As leaders in the ticketing industry, providing the highest levels of customer satisfaction and as an increasingly popular consumer brand, this partnership is groundbreaking for our company. We look forward to the relationship with millions of fans at StubHub Center,” Danielle Maged, global head of partnerships and business development at StubHub, said in a statement when the deal was unveiled. “At StubHub, we have an unyielding focus on the fan experience and with our partners at AEG, we intend for StubHub Center to be the embodiment of that focus as we work to create one of the most fan friendly stadiums in the world.”
StubHub Punches Ticket For First Naming Rights Deal