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Maverik Buys Naming Rights to E Center

WEST VALLEY CITY, Utah -- After nearly 13 years of the city trying to sell the naming rights to the E Center -- the home of the Utah Grizzlies hockey team -- the venue will now be called the Maverik Center, The Salt Lake Tribune reported.

Officials refused to disclose the price tag of the signed contract between the city and the North Salt Lake City, Utah-based convenience chain, which operates more than 200 stores. "It's worth millions to us over a number of years," City Manager Wayne Pyle said.

The deal includes exclusive sponsorship and advertising rights, prominent signage on and in the building, and a new Maverik concession outlet in the venue. The center also will exclusively sell a number of Maverik products, and there will be partnerships among the venue and stores, according to a news release.

Mayor Mike Winder, wearing a Maverik cap, made the announcement during a city council study meeting Tuesday at City Hall.

"This is a big win for our city, it's been a long time coming," Winder said.

Maverik and the city will host an unveiling event to celebrate the partnership July 10, before a concert at the center by Canadian teen star Justin Bieber.

The entertainment venue, at 3200 S. Decker Lake Drive, is owned by the city and has been managed by Utah-based Centennial Management Group since it opened in September 1997. The 12,500-seat arena is home to the Utah Grizzlies hockey team and Utah Blaze of the Arena Football League, according to the report.

City officials called Maverik "the perfect partner," as the company is local, easily recognized in Utah and a great ticketing outlet with its numerous stores. Maverik also has corporate partners who might be interested in working with the city, Pyle said.

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