AHL Texas Stars

Cedar Park Center Seeks Integrated Marketing & Business Alliance

Published on December 13, 2011 under American Hockey League (AHL)
Texas Stars News Release


AUSTIN, TX (December 13, 2011) -Cedar Park Center, a state-of-the-art arena located in the rapidly growing Austin, TX market, has announced plans to seek a naming rights partner. The multi-use arena hosts 130 events a year, including concerts, family shows and sporting events, such as George Strait, Cirque Du Soleil and Disney on Ice. In addition, Cedar Park Center is home to the AHL's Texas Stars, the primary development affiliate of the NHL's Dallas Stars and the Austin Toros, the NBA D-League affiliate of the San Antonio Spurs. Over 1,000,000 fans have attended events at Cedar Park Center since its opening. A retail site of 17 acres, adjacent to the facility grounds, is planned for mixed-use development.

"This is an exciting time for our company," stated Rick McLaughlin, General Manager of Cedar Park Center and President of the Texas Stars. "Based in the heart of one of the fastest growing regions of the country that is known for technology innovation, live music, and rich culture, we are confident we have the most unique platform in Central Texas for a naming rights partner to showcase their brand and products."

According to IEG, a leading independent sponsorship research firm, fans have 92% unaided awareness of naming rights partners. In addition, Sports Business Journal has cited that leading arena naming rights deals delivered an ROI value to the partner of as much as 10 times the annual rights fee.

Shamrock Sports & Entertainment, a leading strategic sponsorship marketing and sales agency, has been hired to lead the search. "Our management team has enjoyed being a catalyst to secure winning partnerships between blue chip brands and properties," said Shamrock President Brian Corcoran. "We are eager to get started on this new opportunity. Based on the high standards of excellence set by Cedar Park Center LLC management and the arena being one of the premier destinations for sports and entertainment in Central Texas, we know we have a great value proposition for the right partner."

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American Hockey League Stories from December 13, 2011


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