The “Fabulous Forum” officially got a new name Monday as officials announced a naming-rights agreement between automaker Kia and venue owner Steve Ballmer.
“We’re proud to partner with Kia and weave together our history with an innovative future, while continuing our dedication to the SoCal community,” Geni Lincoln, general manager and senior vice president of live events for the venue, said in a statement. “We look forward to merging the entertainment and automotive industries, broadening our mutual commitments to diversity, sustainability, and creativity.”
Passersby in Inglewood on Thursday saw a new sign being raised outside the venue, proclaiming it the “Kia Forum.”
The agreement is Kia’s first naming-rights deal in the United States, officials said.
Ballmer purchased the Forum two years ago, primarily to resolve a legal battle launched by previous owner Madison Square Garden Co. over Ballmer’s plans to build a new arena for the Los Angeles Clippers just blocks away. MSG officials claimed the project violated its agreements with the city of Inglewood by placing a competing venue in the area.
The Forum, once home to the Lakers and Kings, is now primarily a music venue.