Desert Diamond Casinos & Entertainment and ASM Global have agreed to rebrand the Desert Diamond Arena in Arizona.

Providing the Best Possible Experience to all Guest 

The 18,000-seat facility in Glendale is said to “herald a new era of entertainment” and will integrate new opportunities and synergy between ASM, Desert Diamond Casinos, and a “world-class” arena. 

Mike Bean, chief executive officer of the Tohono O’odham Gaming Enterprise, stated that Desert Diamond Casinos has always been dedicated to establishing a prosperous West Valley community with various entertainment options.

Integrating the company’s capabilities with its neighbors at ASM Global and the City of Glendale made perfect sense to provide the best possible experience to all of its guests. 

In addition, they admire the foresight of Glendale’s leaders in establishing a thriving sports and entertainment district where everyone can succeed. The rebranding of the stadium is expected to produce new marquee events, interconnected promotions, special offers, and other amenities.

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Strengthening the Relationship through the Partnership

In addition, the agreement will be in effect for “at least” a decade beginning this fall, coinciding with ASM Global’s transition to providing a full concert schedule. 

The upcoming performers are Alan Jackson, Roger Waters, the Professional Bull Rider Teams, Pepe Aguilar, and Ateesh. Additional headlining acts, including Rage Against the Machine and Carrie Underwood, have already been booked for 2023.

Chief Commercial Officer of ASM Global, Jason Oberlander, stated that this is about much more than simply changing the arena’s name. 

By strengthening their relationship with Desert Diamond Casinos through this new agreement, we will be able to provide their guests with the highest quality entertainment experiences ever.

Jerry P. Weiers, mayor of Glendale, echoed the sentiments of Oberlander and Bean by stating that the exciting news about the naming rights agreement was a significant victory for Glendale and the West Valley. Desert Diamond Casinos are industry leaders in entertainment, job creation, and boosting retail, hotel, and restaurant business.