The facility is located less than a mile from Glendale’s sports and entertainment district, so Desert Diamond and ASM Global hope its stadium rebrand will integrate new sports opportunities and create a greater synergy between the stadium and sports ground.
The new partners hope to achieve this by offering new headline events, interconnected promotions, special offers and other amenities.
Furthermore, alongside a revitalised stadium, Desert Diamond hopes to expand its hotel and resort in the future too.
The partnership between Desert Diamond Casinos and ASM Global is set to be in place for a decade, beginning this autumn.
Live events have already been scheduled for the stadium, including talents such as Alan Jackson, Roger Waters, Pepe Aguilar and Ateez.
Mike Bean, CEO of the Tohono O’odham Gaming Enterprise, said: “Desert Diamond Casinos has always been committed to building a successful West Valley community with diverse entertainment options.
“It just made sense to connect our capabilities with our neighbours at ASM Global and the City of Glendale so we can deliver the best possible experience for all of our guests. We appreciate the vision of Glendale leaders in establishing a thriving sports and entertainment district where all of us can succeed together.”
ASM Global’s CCO Jason Oberlander added: “This is about much more than changing the name of the arena.
“Strengthening our relationship with Desert Diamond Casinos through this new agreement will allow us to go further than ever before in delivering the highest level of entertainment experiences to our guests. With the City of Glendale, this partnership is more than the sum of its parts and we are excited to move forward with this new opportunity.”
