T-Mobile reaches deal with MGM to affix name to new Las Vegas arena
NEW YORK — T-Mobile now has a new arena to play in, literally.
As the tech world descends on Las Vegas this week for CES, T-Mobile is planning to stay a bit longer. The wireless carrier announced late Wednesday it has reached a multi-year agreement with AEG and MGM Resorts International to become the name sponsor on the new 20,000-seat Las Vegas arena, set to open April 6.
The new venue, to be called T-Mobile Arena, is located west of the Las Vegas Strip by the New York-New York and Monte Carlo hotels. Like other arenas around the country, it is designed to host concerts, UFC bouts, college basketball games and a potential NHL team.
"I think it's a really unique situation — Vegas is its own ecosystem," Andrew Sherrard, chief marketing officer for T-Mobile, told USA TODAY. "So many people come through here, we thought that it is a place where you do something locally that impacts nationally…We really saw it as a kind of one-of-a-kind kind of opportunity to extend something that is usually very, very local."
Added Peter DeLuca, T-Mobile's senior vice president of brand and advertising: "If we were going to put our name on something and bring the Uncarrier to life we really wanted to find what we believe is a unique opportunity."
Like other new arenas, T-Mobile Arena will feature modern amenities such as charging stations to keep fans devices powered on. T-Mobile customers will have special perks at the venue, including seat upgrade opportunities at select events, early access to ticket sales and premium VIP access to events exclusively reserved for T-Mobile users.
There will also be "fast-track VIP entrance" at every event where T-Mobile subscribers can flash their phone to get inside the stadium quicker.
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The move to name a stadium is surprising for T-Mobile, given its self proclaimed "Uncarrier" branding. With the Las Vegas arena, the nation's third-largest carrier is following stadium naming moves by it-s wireless rivals.
AT&T has the AT&T Center in San Antonio and AT&T Stadium in Dallas, Sprint has the Sprint Center in Kansas City, Mo., while Verizon has the Verizon Center in Washington, D.C.
"I think of it completely different," says Sherrard when asked about the potential similarities. "Having access and allowing our customers to really have special privileges there is the first and foremost thing. Those other guys don't do that."
The naming announcement also comes amid rising competition in the wireless space. Verizon announced last week that it was offering up to $650 to customers switching from other carriers while Sprint on Wednesday said it was continuing its promotion offering 50% off rival carrier's plans when customers switched providers.
While T-Mobile has been quiet in the face of the recent uptick in rival ads and promotions, it won't be for long. "Just watch this space," teases Sherrard.
Follow Eli Blumenthal on Twitter @eliblumenthal