San Manuel partners with Staples Center
If they keep this up, San Manuel Indian Bingo & Casino could become as big a household name as Britney Spears.
In a lucrative five-year contract with the Staples Center in Carson, signs advertising the casino will be posted inside the 20,000-seat arena, on the venue's Web site and on signs and electronic billboards outside the arena adjacent the Herculean L.A. Live development currently under construction.
It is the latest in a series of cross-promotional ventures the tribe has embarked on in the last couple of years. Most recently, the tribe negotiated a deal with concert promoter Live Nation over the summer to rename the former Glen Helen Pavilion in Devore San Manuel Amphitheater.
"San Manuel is to the Inland Empire as the Staples Center is to L.A. It's about getting our name out," said Steve Lengel, executive director of operations for San Manuel.
Representatives from Staples Center and the L.A. Kings hockey team will welcome San Manuel Indian Bingo & Casino as the "official casino" of the Staples Center during a special celebration Wednesday night inside the arena's exclusive VIP restaurant, recently renamed the San Manuel Club.
"Partnering with (Staples) gives us the ability to have a relationship with other like-minded businesses. It allows us to focus on a specific audience," said Lengel. "It just makes sense for us to be partners."
Lee Zeidman, Staples' senior vice president and general manager, said the partnership is a great way for both Staples and San Manuel to push for the same goal: creating the ultimate entertainment experience for their clients.
"I think it's a fantastic partnership," Zeidman said.
San Manuel has also entered into sponsorship agreements with Citizens Business Bank Arena in Ontario, the Los Angeles Dodgers, the Auto Club Speedway in Fontana, the Honda Center in Anaheim and Santa Anita Park in Arcadia, Lengel said.
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