GLENDALE, AZ – Desert Diamond Casinos & Entertainment and ASM Global have announced plans for a major new partnership that will rename the City of Glendale’s 18,000-seat facility to Desert Diamond Arena.
Located less than one mile apart in Glendale’s vibrant sports and entertainment district, the partnership will integrate new opportunities and synergies between Desert Diamond Casinos, ASM Global and the world-class arena. New headline events, interconnected promotions, special offers and other amenities will all be part of an entertainment mecca in one of the fastest growing regions in Arizona.
Planned major upgrades to the arena and future hotel and resort expansions to Desert Diamond Casinos will ensure additional future opportunities. The announced agreement will be in place for at least a decade beginning this fall.
“Desert Diamond Casinos has always been committed to building a successful West Valley community with diverse entertainment options,” said Mike Bean, CEO of the Tohono O’odham Gaming Enterprise. “It just made sense to connect our capabilities with our neighbors at ASM Global and the City of Glendale so we can deliver the best possible experience for all of our guests. We appreciate the vision of Glendale leaders in establishing a thriving sports and entertainment district where all of us can succeed together.”
The announcement comes as ASM Global has transitioned to offering a full schedule of concerts. Upcoming acts include talents such as Alan Jackson, Roger Waters, Professional Bull Rider teams, Pepe Aguilar and Ateez. Additional headline acts have been secured for 2023, including Rage Against the Machine and Carrie Underwood.
“This is about much more than changing the name of the arena,” said Jason Oberlander, Chief Commercial Officer for ASM Global. “Strengthening our relationship with Desert Diamond Casinos through this new agreement will allow us to go further than ever before in delivering the highest level of entertainment experiences to our guests. With the City of Glendale, this partnership is more than the sum of its parts and we are excited to move forward with this new opportunity.”
“The exciting news about the naming rights agreement is a big win for Glendale and the West Valley,” said Glendale Mayor Jerry P. Weiers. “Desert Diamond Casinos are leaders in entertainment, job creation, and driving increased business for retail, hotels, and restaurants. It is a perfect fit for their brand to be extended to our arena. We are proud of the strong partnership between the Tohono O’odham Nation and our community.”
