The Staples Centre Will Be Renamed Crypto.com Arena

The Staples Centre Will Be Renamed Crypto.com Arena
Will you get used to the new name? (Image: Crypto.com)

Cryptocurrency and NFT exchange Crypto.com has announced it’s struck a twenty-year name-licensing deal for the Los Angeles arena currently known as the Staples Centre in could be the biggest American venue naming deal ever.

The Staples Centre, aka The House The Kobe Built, is home to the Lakers, the Clippers, and the Kings, among other sporting teams and events. Home to the Grammy Awards and numerous concerts, it’s also adjacent to the Los Angeles Convention Centre, where E3 has been held for decades. When E3 returns to an in-person event, cryptocurrency and NFTs will loom over the gaming expo in more ways than one — and will take front and centre stage at any E3 events held at the arena.

The arena’s name will change on December 25, and all external signs and markers will be changed by June 2022. But that’s not all, according to the official announcement:

As the exclusive naming rights partner, Crypto.com will engage millions of sports and entertainment fans each year through premium branded areas of the arena including a 307 sq m activation space at the building’s entrance, as well as dedicated activation areas on the main concourse of the arena and throughout the L.A. LIVE campus. Additionally, the new relationship will see Crypto.com featured prominently across the venue with large-scale, premium branding and signage throughout the interior and exterior of the facility.

“Known as the Creative Capital of the World, the city of Los Angeles and the people who call it home have always been pioneers, pushing the boundaries and innovating as the undeniable global leaders of culture and entertainment,” said Crypto.com Co-Founder and CEO, Kris Marszalek in a written statement.

Crypto.com has already partnered with the Montreal Canadiens, Italian soccer league Lega Serie A, and Twitch Rivals.

As of writing, of course, the E3 Discover Los Angeles website still lists the arena as the Staples Centre. But after December 25, that will change for the next two decades. Whatever will that future bring?

Comments

    • It’s an interesting oopsie, particularly since the reference is in a direct quote, and substituting someone’s words with other words that they didn’t actually use is pretty poor form.

      • I think the Aussie staff try to localise content as best as possible before posting here. E.g USD to AUD, whacky measurements to metric etc.

        • None of which changes the fact that in this instance they are altering a direct quote to something that is not a direct quote and yet still presenting it as a direct quote… and also fucking it up in the process.

          The traditional solution in these instances would instead be to add a clarification afterwards for local readers, not to put words in someone else’s mouth “a 3,300 sq. ft [307 sq m] activation space”.

          Although, frankly, the idea that Australians can’t cope with a few American measurements in an article about something that they can only find in America is just a little bit patronising.

          And in any case, it’s not like most Australias can actually visualise what 307 sq.m actually looks like, it’s just a number for most people. Hell, the editors at KotakuAU couldn’t pick up the fact that 307 sq.km looked a bit wrong without someone having to point it out to them. (hint. 307sq.m is smaller than a typical undersized houseblock in most new Australian outer-suburban subdivisions.)

          • Mate, it’s not just us. Europeans hate American measurements as well because none one outside of America is taught backwards standards that aren’t even used by the wider scientific community. It’s an outdated standard, no one apart from America uses it, understands it or wants to see it. That’s not patronising, that’s reality.

          • Your comment literally has nothing whatsoever to do with this thread, but thank you nonetheless for at least making an effort.

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