One of sports’ most hallowed venues is getting a new name.
Los Angeles’ Forum will now be known as the Kia Forum, as Kia America recently became the official naming rights and automotive partner of the arena.
Three divisions of holding company Endeavor — 160/90, Endeavor Analytics, and WME Sports’ property solutions group — collaborated to make the deal a reality.
Kia Forum is owned by Los Angeles Clippers owner and former Microsoft CEO Steve Ballmer — though his team does not play there, instead sharing the recently renamed Crypto.com Arena with the crosstown-rival Lakers.
The Forum currently doesn’t house any professional sports teams but hosts high-profile music and entertainment events.
It was home to the Lakers and the NHL’s Kings from 1967 to 1999, as well as the WNBA’s Sparks from 1997 to 2000.