In a surprising move that could further legitimatize the secondary ticketing market, StubHub has entered into a long-term agreement with AEG for naming rights to the Home Depot Center in Carson, Calif. Effective in June, the 27,000-capacity facility will be known as the StubHub Center.
The agreement — which expands on a global partnership between AEG and StubHub announced last November — is being touted as the first time a ticketing company has added its name to a major sports facility. Financial terms of the agreement were not disclosed.
“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,” StubHub global head of partnerships and business development Danielle Mage said in a statement. “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.”
The transformation from the AEG-owned Home Depot Center to the StubHub Center will officially take effect on June 19 at a Major League Soccer game between the LA Galaxy and Portland Timbers. As part of the agreement, eBay-owned StubHub will have permanent signage throughout the 10-year-old, 125-acre facility, and two giant digital freeway marquee signs. StubHub also plans to provide ‘fan-friendly’ activation components at the facility.
“We are pleased to have this opportunity to expand our global partnership with StubHub,” AEG Global Partnerships president Shervin Mirhashemi said in a statement. “We have always had great respect and admiration for StubHub and their industry leading sponsorship activation in recent years and, it’s because of their tremendous success throughout North America and their dedication to creating great customer service experiences for guests that truly makes this such an important deal for AEG and the millions of fans that will be exposed to this partnership in the coming years.”