The large, open-air plaza outside T-Mobile Arena has been rebranded to Paramount+ Plaza in a new partnership announced Tuesday.
Toshiba’s 10-year founding sponsorship deal with T-Mobile Arena for the naming rights to the 2-acre plaza that sits outside of the facility, announced before the $375 million arena opened in 2016, ended this year. Paramount+ inked a new multiyear deal to rename the space, in a deal brokered by AEG Global Partnerships.
The agreement makes Paramount+ an official partner of the arena and the exclusive streaming partner. Other terms of the deal, including the length, were not disclosed.
The renaming comes ahead of Saturday’s Zuffa Boxing event headlined by Ryan Garcia and Conor Benn.
“Paramount+ sits at the intersection of premium entertainment, live sports and culture, making this partnership an incredibly natural fit for T-Mobile Arena and Las Vegas,” Sally Bae, senior vice president of global partnerships for AEG in Las Vegas, said in a statement. “Paramount+ Plaza gives the brand something truly distinctive — a highly visible, year-round platform where it can showcase its incredible breadth of content while engaging millions of fans around the moments and experiences they are most passionate about. We’re excited to welcome Paramount+ to the venue and create a platform that can continue to evolve alongside its programming for years to come.”
Event meeting space
The open-air plaza has seen millions of fans gather before, during and after events at T-Mobile Arena, taking in live entertainment, attractions and food-and-beverage options. The plaza has also hosted championship rallies for the WNBA’s Las Vegas Aces and NHL’s Vegas Golden Knights, the women’s sports celebration SHE Weekend and the Bruno Mars Day celebration.
T-Mobile Arena welcomes more than 1 million visitors annually, attending events like Knights games, UFC events, NBA preseason games, major headline concerts, special events and college basketball, hockey and volleyball. The partnership also builds on a connection between the two brands through the UFC, with Paramount+ serving as the UFC’s exclusive streaming partner in the United States and T-Mobile Arena serving as the home of the UFC in Las Vegas.
“Paramount+ Plaza represents an exciting next chapter for one of the most visible and important entertainment gathering spaces on the Las Vegas Strip,” Dan Quinn, MGM Resorts’ senior vice president of entertainment, arena and venue operations, said in a statement. “The plaza has been an integral part of the T-Mobile Arena experience for the last 10 years and this partnership creates new opportunities to deliver even more energy and entertainment to the millions of visitors who visit the destination each year.”
Unveiling moment
Paramount+ Plaza will host its first event under the new name this weekend, with the ceremonial weigh-in for Garcia-Benn on Friday. The event is free and open to the public.
During fight week, fans will also be able to enter the Cube, a new Paramount+ customer lounge featuring an immersive space inspired by the streaming service’s series “MobLand.”
On Saturday, the plaza’s large screens will air Noche UFC, streaming live on Paramount+ from Glendale, Arizona, setting up the plaza for an afternoon of live MMA fights before T-Mobile Arena doors open for Garcia vs. Benn.
“Paramount+ is home to some of the most compelling stories, franchises and live sports in entertainment, and this partnership gives us an exciting new way to bring that content beyond the screen and directly to fans,” Domenic DiMeglio, chief marketing and data officer for Paramount+, said in a statement. “Paramount+ Plaza will give us a dynamic, year-round presence in the heart of Las Vegas where we can create memorable experiences around our programming and connect with audiences as they come together for some of the biggest moments in sports and entertainment.”
Contact Mick Akers at makers@reviewjournal.com or 702-387-2920. Follow @mickakers on X.
