ASM strengthens Desert Diamond relationship via stadium rebrand

Desert Diamond Casinos & Entertainment has inked an agreement with ASM Global, which will see the Desert Diamond Arena rebranded.

Desert Diamond Casinos & Entertainment has inked an agreement with ASM Global, which will see the Desert Diamond Arena rebranded. 

Located in the City of Glendale, the 18,000 seat facility is said to “singal the dawn of a new level of entertainment” and will see the integration of “new opportunities and synergies” between ASM, Desert Diamond Casinos and a “world-class” arena. 

Mike Bean, CEO of the Tohono O’odham Gaming Enterprise, explained: “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.”

The creation of the rebranded stadium is said to produce new headline events, interconnected promotions, special offers and other amenities will be on offer. 

Furthermore, the agreement will be in place for “at least” a decade beginning this fall, and comes as ASM Global has transitioned to offering a full schedule of concerts. Upcoming acts include renowned talents such as Alan Jackson, Roger Waters, Professional Bull Rider Teams, Pepe Aguilar and Ateez. 

Additional headline acts have already been secured for 2023, including Rage Against the Machine and Carrie Underwood.

Jason Oberlander, Chief Commercial Officer for ASM Global, 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.”

Echoing the thoughts of Oberlander and Bean, Glendale Mayor, Jerry P. Weiers commented: “The exciting news about the naming rights agreement is a big win for Glendale and the West Valley. Desert Diamond Casinos are leaders in entertainment, job creation, and driving increased business for retail, hotels, and restaurants. 

“It is a perfect fit for their brand to be extended to our Arena. We are proud of the strong partnership between the Tohono O’odham Nation and our community.”