• Desert Diamond Casino has signed a 10-year sponsorship agreement with the Gila River Arena, one of Arizona‘s most prominent concert venues. 
• The new name, Desert Diamond Arena, could be applied to the structure within the next sixty days, according to Mike Bean, the casino’s chief executive officer.

To be known as Diamond Resorts Arena

The representatives from the Tohono O’odham Nation-owned Desert Diamond Casino and ASM Global operators of the arena in the Westgate Entertainment District adjacent to Arizona Cardinals’ State Farm Stadium announced the agreement.

The relocation occurred three years after Desert Diamond opened its flagship casino in Glendale, less than one mile from the arena. Bean told Tucson.com that the West Valley casino averages 500,000 visitors per year, nearly double the number of people visiting Desert Diamond’s two casinos in the Tucson area.

Bean noted that the 223-acre Westgate Entertainment District, which includes dozens of restaurants, bars, and shops, is “a major draw” for tourists to the area. The CEO did not disclose the cost of the casino’s naming rights. According to the Phoenix Business Journal, Jobing.com signed a comparable agreement in 2006 for $1 million per year.

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In 2002, the City of Glendale constructed the $220 million multipurpose arena for the Phoenix Coyotes of the National Hockey League. The hockey team left the arena after the 2021-2022 season after the City of Glendale declined to renew the team’s lease in April of last year.

The Coyotes signed a contract in February to play at Arizona State University’s multipurpose arena at least through 2025. With the departure of the hockey team, the stadium will have more flexibility to book entertainment acts, which will benefit the Tohono O’odham’s flagship casino, according to Bean. 

The objective is to provide and bring more entertainment to the arena, which will attract more people to the casino,” he explained, adding that the arena’s facilities will be upgraded to enhance the guest experience. No details were disclosed.