August 24, 2022 Tribal, Partnerships, Marketing

Desert Diamond Casinos, ASM Global and City of Glendale announce partnership

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They will rebrand Glendale’s stadium to ‘Desert Diamond Arena’ which promises head-line events.

Desert Diamond Casino & Entertainment and ASM Global announced plans for a new partnership that will see them rename the City of Glendale’s 18,000-seat stadium to Desert Diamond Arena. Glendale contains the two companies' respective offices and the stadium all within a one-mile radius of each other in its sports and entertainment district.

The Desert Diamond Arena will reportedly offer new head-line events, interconnected promotions, special offers and other amenities. ASM Global, a venue management and live event production company, has pledged to deliver a schedule of top-level concerts.

Upcoming acts will include talents such as Alan Jackson, Roger Waters, Professional Bull Rider Teams, Ateez and Pepe Aguilar. Additional headline acts have already been secured for 2023, including Rage Against the Machine and Carrie Underwood.

The Desert Diamond Casino, owned and operated by the Tohono O’odham Nation, has four casinos in southern Arizona. The tribe’s CEO of Gaming Enterprise Mike Bean commented: “Desert Diamond Casinos has always been committed to building a successful West Valley community with diverse entertainment options. It made sense to connect our capabilities with our neighbors at ASM Global and the City of Glendale.

“This means 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.”

Glendale Mayor Jerry P. Weiers echoed this sentiment in his statement about the partnership and rebranding. He remarked: “The exciting news about the naming rights agreement is a big win for Glendale and the West Valley. 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.”

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