Arena developers sign with sponsors Toshiba, Coca-Cola

Developers of the $375 million arena behind New York-New York on the Strip have signed two major global brands — Toshiba and Coca-Cola — as founding sponsorship partners for the venue that is scheduled to open in April 2016.

In addition, Toshiba’s agreement with the arena development partnership of MGM Resorts International and Anschutz Entertainment Group (AEG) also includes a naming rights partnership for the 2-acre plaza being built outside the arena’s main entrance.

Toshiba Plaza will include outdoor entertainment space for a stage and video screens while providing an area for festivals, concerts and holiday celebrations.

Toshiba and Coca-Cola join Schneider Electric, a Paris-based energy management company, as founding partners. MGM-AEG is aiming to have eight to 10 founding partners, a small cluster of major sponsors instead of a large number of smaller sponsors. The arena is still working on getting a naming rights sponsor for the 20,000-seat building.

Founding partners receive prominent signage, luxury suites, ticket access and customized sponsorship plans that allow the company to showcase its products and services.

Toshiba is also a founding sponsor at Staples Center, the downtown Los Angeles arena owned by AEG. Staples Center is the major attraction at LA Live, an entertainment district built by AEG, which also owns the NHL Los Angeles Kings.

The Toshiba deal, which is 10 years, calls for the company to be the arena’s exclusive supplier for digital signage.

“We’re expecting people to enjoy the park and the plaza the same way they do at LA Live in Los Angeles,” said Bill Melo, Toshiba chief marketing executive who is based in Irvine, Calif.

Melo said the deal has value for Toshiba because Las Vegas draws people from across the world. Melo also liked the concept of creating outdoor space in Las Vegas.

Toshiba is the also naming rights sponsor to the New Year’s Eve ball drop in New Year’s famed Times Square.

Melo liked the prospect of a National Hockey League team playing in the arena.

Prospective team owner Bill Foley is leading a campaign to get local fans to plunk down at least $150 for a season ticket deposit for the NHL team. He has passed his 10,000 ticket deposit goal and is now collecting season ticket commitments from casino companies and corporations. The NHL Board of Governors is meeting in Las Vegas in June, fueling speculation that Foley and Las Vegas will get the green light for a big-league franchise. Foley is partnering with the Maloof brothers on the NHL club.

In Coca-Cola’s case, the deal also calls for the world’s largest beverage company to be the exclusive supplier of all sparkling and non-carbonated beverages in the arena.

Coca-Cola also likes the green space outside the arena because its familiar bottle will be featured prominently, said Sharon Byers, senior vice president for sports and entertainment for Coca-Cola North America. Coca-Cola also is a sponsorship partner with AEG at arenas worldwide in cities such as Los Angeles and London.

Officials with MGM Resorts, AEG, Toshiba and Coca-Cola will be on hand at the arena construction site today to make the official sponsorship announcement.

Contact reporter Alan Snel at asnel@reviewjournal.com or 702-387-5273. Follow him on Twitter: @BicycleManSnel.