Walt Disney World is extending its sponsorship of the Orlando Magic, and the Disney logo will stay on the team’s jerseys. The Magic announced the deal on October 12, along with a redesigned Walt Disney World Atrium at Kia Center, the team’s downtown Orlando arena.
The renewal continues Disney’s role as a Champion of the Community sponsor, a partnership that started in 2010. Disney’s name went on the Magic’s uniforms in 2017, and the new agreement keeps it there. The announcement did not say how long the extension runs or what it is worth.
A New Look For The Disney Atrium
The bigger change for fans walking into a game is the atrium. Disney already had a branded space at the arena, and the redesign adds new artwork and advanced projection technology. The Magic say the projections will transform the room throughout Magic games and every other event held at Kia Center, calling the result a dynamic and immersive experience for anyone coming through the doors.
“For years, Walt Disney World and the Orlando Magic have brought people together through shared experiences and a deep commitment to Central Florida,” said Walt Disney World President Joe Schott. “The reimagined Walt Disney World Atrium builds on that partnership, creating a vibrant new welcome for fans and an experience that feels distinctly Orlando.”
Sixteen Years Of Disney And The Magic
The two have been tied together since long before the jersey patch. Both organizations were born in Orlando, and the team’s late co-founder Pat Williams wrote in his book Lead Like Walt that building an NBA team from the ground up felt like attempting what Walt Disney had already done many times over, starting with a dream and turning it into reality.
“The Magic are thrilled to extend our longstanding relationship with Walt Disney World,” said Charlie Freeman, the Magic’s president of business operations. “As two Orlando-born organizations, this continues our 16-year COTC relationship putting the community at the heart of what we do. We’re honored to represent our great city and look forward to creating more magic for Central Florida.”
Both sides framed the renewal around Central Florida as much as basketball, with the announcement saying the partnership reinforces the region as a premier sports and entertainment destination. For fans, the practical change is simple: the jerseys stay the same, and the Walt Disney World Atrium at Kia Center already has its new look.
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