NORTH SALT LAKE CITY, Utah -- Centennial Management Group, in conjunction with West Valley City, Utah, announced a new partnership and naming rights of the E Center sports and event venue. The arena will be renamed Maverik Center.
Maverik Inc., the North Salt Lake City, Utah-based company that operates more than 200 convenience stores in seven states, finalized a multi-year agreement including exclusive sponsorship, advertising rights and prominent signage on the exterior and interior of the building. The venue will also feature Maverik's proprietary adventure theme, a [image-nocss] new Maverik concession outlet and will also exclusively sell a number of Maverik proprietary products.
The retailer's tagline is "Adventure's First Stop." It also produces a reality series called Kick Start TV.
Officials declined to disclose the price tag of the signed contract between the city and Maverik, added a report by The Salt Lake Tribune. The deal, which took three months to negotiate, is "worth millions to us over a number of years," city manager Wayne Pyle told the newspaper.
Maverik and the city will host an unveiling event to celebrate the partnership on July 10, the report said.
City officials called Maverik "the perfect partner." The company is local, easily recognized in Utah and a great ticketing outlet with its numerous stores, Pyle said. Maverik also has corporate partners who might be interested in working with the city, he said.
"It goes beyond just being Maverik," he added.
"The Maverik name is iconic in Utah and throughout the region," said Kevin Bruder, President of Centennial Management Group. "Maverik will help us redefine the meaning of a fully integrated community partnership through our collective retail, promotional, marketing and sales support for both the venue and their stores. Our relationship with Maverik, West Valley City, AEG and our sports teams sets the foundation for a great and long-term partnership."
"Maverik is excited about the opportunity to partner with such a unique venue on such a grand scale," said Maverik president Mike Call. "The Maverik Center helps provide Maverik with the means to support our local community, engage with our customers, and add value for our Adventure Club Card members. We believe that our partnership with the Maverik Center will bring great value to our customers and enhance the overall entertainment value of our community."
"Maverik has a close relationship with the Maverik Center management team, which is known for bringing the biggest names and shows in the industry," says Maverik Executive Vice President Brad Call. "The venue provides a unique opportunity to present Maverik's industry leading brand to the community."
The Maverik Center, in West Valley Cit, Utah, is a 12,500-seat arena that was built in 1997 and was the host venue for the 2002 Winter Olympics. The arena is host to hundreds of thousands of fans annually through concerts, special events and professional sporting events, including home to the Utah Grizzlies hockey and Utah Blaze football teams.
Centennial Management Group is a Utah corporation which has a long-term management contract with West Valley City, owner of the facility to manage and operates the venue. Centennial Management Group has managed and operated the venue since its inception.
North Salt Lake, Utah-based Maverik operates more than 210 convenience stores that sell gas and fuel, fresh food from its bakeries, beverages and other merchandise in the intermountain region, including the states of Utah, Idaho, Wyoming, Arizona, Nevada and Montana and Colorado.
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