Orlando's iconic Amway Center will transform and emerge as the Kia Center in a groundbreaking move that seamlessly blends automotive innovation with sports and entertainment. This rebranding initiative, set to take effect on December 20, 2023, resulted from an extended partnership between Kia America and the National Basketball Association's Orlando Magic, marking a significant milestone in the companies' collaboration.

The Kia Center won't just be a name change; it promises a comprehensive experience for fans and visitors alike. Kia America's partnership goes beyond mere nomenclature, as it includes the installation of new indoor and outdoor signage, the introduction of EV charging stations, captivating Kia vehicle displays, and the creation of the Kia Terrace — a hospitality lounge designed for automotive enthusiasts and sports and music fans alike.
Orlando Magic CEO Alex Martins expressed his excitement about the extended partnership, emphasizing the shared pride in Kia's success and growth. The collaboration extends beyond the court, making Kia America a 'Champion of the Community' partner. Together, Orlando Magic and Kia America aim to impact the Central Florida community positively through various community relations programs.

Sean Yoon, President and CEO of Kia America, highlighted the strategic significance of the partnership, stating, "The naming of the Kia Center is another example of the strength of our partnership and provides us a year-round sports and entertainment platform for our fans." With this move, Kia America solidifies its presence as the official automotive partner of both the National Basketball Association and the Orlando Magic.

The announcement's timing aligns with Kia's historic launch of the automotive industry's first mainstream 3-row, all-electric SUV — the Kia EV9. This reinforces Kia's commitment to sustainability and innovation, making a statement not only in the automotive sector but also in the realm of sports and entertainment.
The Kia Center in Orlando is not an isolated venture for Kia America. Following renaming the Kia Forum in Los Angeles in April 2022, the company now boasts an expansive presence from coast to coast, aligning with its commitment to delivering first-class entertainment experiences across the United States.
Central Florida's position as the fastest-growing Kia market in the nation adds to the strategic significance of the Kia Center in Orlando. With 11 dealerships in the region, Kia is poised to make a lasting impression on the community, leveraging its influence as one of TIME100 Most Influential Companies of 2023 and the title of Most Dependable Mass Market Brand for three consecutive years by J.D. Power.
The Kia Center stands as a testament to Kia America's commitment to innovation and sustainability. It reinforces the company's place in the global mobility landscape. As part of Kia's ambitious Plan S, the company is actively working toward transforming into a sustainable mobility provider, offering new and exciting transportation solutions for personal and business needs.

Orlando's downtown arena, since its inauguration in 2010, has been more than just a sports venue — it has been a community hub, earning accolades such as the SportsBusiness Journal's 2012 Sports Facility of the Year and the International Association of Venue Managers' Venue Excellence Award. Voted by fans as the number one venue in the NBA for its game experience, the Kia Center is set to continue this legacy, now with a new name that reflects a dynamic blend of automotive excellence and sports entertainment.
As Kia America drives its brand forward with this naming rights deal, the Kia Center is poised to become a symbol of innovation, sustainability, and community impact—a fusion of automotive prowess and sportsmanship that transcends traditional boundaries, offering an immersive experience for fans and enthusiasts alike.






