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On tap: Palace of Auburn Hills naming rights

Palace of Auburn Hills

Fresh off a $40-million renovation of the Detroit Pistons (NBA) home, Palace Sports & Entertainment is planning to shop Palace of Auburn Hills naming rights.

While it’s not the first time Palace of Auburn Hills naming rights have been floated in the facility’s 26-year history, it may the best timing for any deal: the economy seems to be on an uptick and big deals are being made in sports marketing. Palace Sports & Entertainment is working with Premier Partnerships on naming-rights pitches, but there’s a complicating factor: the Ilitch family are expected to be shopping naming rights for a new downtown Detroit Red Wings (NHL) arena, per the Detroit Free Press:

“There’s no timetable,” said Dennis Mannion, president of the Palace Sports & Entertainment, who is working with Premier Partnerships of Santa Monica, Calif., to help in its quest…

“The timing is great due to all the renovations, strong concert business and young team on the rise. It’s an iconic building with both a great reputation and, now, cutting-edge amenities,” he said.

Currently there are only two NBA venues without a naming-rights sponsor: the Palace and Madison Square Garden.

Image courtesy Palace Sports & Entertainment.

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