Chevrolet is signing on as the official vehicle of the yet-to-open Little Caesars Arena.
The stadium will be home to the Detroit Red Wings, which the automaker has partnered with since 2015 as the team’s official vehicle. The arena will also host other sports and entertainment events and is set to open ahead of the 2017-18 hockey season.
Financial terms and the length of the sponsorship were not disclosed.
"We look forward to continuing to support the Red Wings and the revitalization of our hometown, the City of Detroit, as a landmark partner in the new Little Caesars Arena — a perfect complement to our partnership with the Detroit Tigers and presence at Comerica Park,” said Paul Edwards, U.S. vice president of Chevrolet marketing, in a statement.
Comerica Park is home to the Detroit Tigers, of which Chevrolet has been the official vehicle since 2010. Olympia Entertainment is a division of Ilitch Holdings, owned by Marian Ilitch. It owns or manages the Detroit Red Wings, the Detroit Tigers, the Fox Theatre, Joe Louis Arena (management), Comerica Park (management), Cobo Arena (management), City Theatre, Hockeytown Café and now Little Caesars Arena.
Chevrolet is also the official vehicle of the Fox Theatre and Olympia Entertainment. Red Wings forward and NHL All-Star Dylan Larkin also serves as a Chevrolet brand ambassador.
Daytona International Speedway is the other sports venue where Chevrolet has a fixed branding presence as at Comerica and LCA. The automaker is a founding partner of Daytona Rising and Chevrolet’s injector entrance opened in 2016 when the updates to the Speedway were completed.
Chevrolet's imprint on Little Caesars Arena will be evident throughout, with branding of the northeast entrance along Detroit's famous Woodward Avenue, as well as the Chevrolet Plaza, an outdoor event space that will feature a giant video screen and concert and community programming throughout the year. Chevrolet nameplates will be incorporated into unique and unexpected displays, and the brand's signature bowtie will be showcased in several key locations including one of four in-ice partners.
The new stadium is part of District Detroit, one of the largest sports and entertainment developments in the country. Located in the heart of Detroit, this 50-block, mixed-use development led by the Ilitch organization includes six theaters, five neighborhoods and three professional sports venues.
In addition to the Detroit Red Wings and Detroit Tigers, NBA’s Detroit Pistons will also play at Little Caesars Arena and the NFL’s Detroit Lions play nearby. The District Detroit represents the greatest density of professional sports teams in one downtown core in the country, according to Olympia.