The Tampa Bay Lightning’s home arena has a new name. Vinik Sports Group announced a multi-year agreement with Tampa-based global mergers and acquisitions firm Benchmark International, officially renaming the venue Benchmark International Arena. The change takes effect immediately, ending a decade under the Amalie Arena name.
While the financial details were not publicly disclosed, industry sources suggest the agreement spans 10 years and ranks among the top five most valuable naming-rights deals for an NHL-only arena. By comparison, UBS’ naming-rights deal for the New York Islanders’ arena is believed to be the highest, reportedly around $18 million annually.
More Than Just a Name Change
Benchmark International’s partnership extends beyond the arena’s title sponsorship. The company now holds entitlement rights for the Benchmark International Club Level, as well as naming rights to the team’s premium all-inclusive lounge, The Mark (formerly the Channel Club).
Lightning CEO Steve Griggs highlighted the agreement as a key step toward significant renovations for the nearly 30-year-old venue. With the team’s lease running until 2037, plans are underway to enhance the facility and keep it competitive for top-tier events such as NCAA tournaments, USA Gymnastics, SEC and ACC competitions, and major concerts.
Community Impact
The partnership includes a commitment to over $3 million in nonprofit contributions for Tampa Bay-area initiatives. Benchmark joins a growing roster of corporate supporters for the Lightning, with former naming-rights sponsor Amalie Oil remaining as a team sponsor.
Oak View Group’s Global Partnerships division advised Vinik Sports Group during the naming-rights negotiations and will also oversee the arena’s food and beverage operations going forward.
Consulting Insights: The Business Behind Naming Rights Deals
Securing a high-profile naming-rights partner is not just about branding — it’s a strategic business move that can:
- Unlock new revenue streams for venue upgrades and fan experience enhancements.
- Deepen community engagement through philanthropic commitments.
- Elevate brand prestige for the corporate partner, especially in markets where live sports dominate attention.
For arena operators and sports franchises, naming-rights agreements represent one of the most lucrative commercial assets available. In today’s market, these deals can reach into the tens of millions annually, but their success hinges on matching the right partner with the right audience.
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IMAGE: AP
