CEDAR PARK – Could the Cedar Park Center soon have a new name
like the Time Warner Center or the H-E-B Center in Cedar Park?

The local state-of-the-art arena has announced plans to seek a
naming rights partner.

The multi-use arena hosts 130 events a year, including concerts,
family shows and sporting events, such as George Strait, Cirque Du
Soleil and Disney on Ice.

In addition, Cedar Park Center is home to the AHL’s Texas Stars,
the primary development affiliate of the NHL’s Dallas Stars and the
Austin Toros, the NBA D-League affiliate of the San Antonio Spurs.
More than one million fans have attended events at Cedar Park
Center since its opening.

A retail site of 17 acres, adjacent to the facility grounds, is
also planned for mixed-use development.

“This is an exciting time for our company,” stated Rick
McLaughlin, General Manager of Cedar Park Center and president of
the Texas Stars. “Based in the heart of one of the fastest growing
regions of the country that is known for technology innovation,
live music, and rich culture, we are confident we have the most
unique platform in Central Texas for a naming rights partner to
showcase their brand and products.”

According to IEG, a leading independent sponsorship research
firm, fans have 92 percent unaided awareness of naming rights
partners. In addition, Sports Business Journal has cited that
leading arena naming rights deals delivered an ROI value to the
partner of as much as 10 times the annual rights fee.

Shamrock Sports Entertainment, a leading strategic
sponsorship marketing and sales agency, has been hired to lead the
search.

“Our management team has enjoyed being a catalyst to secure
winning partnerships between blue chip brands and properties,” said
Shamrock President Brian Corcoran. “We are eager to get started on
this new opportunity. Based on the high standards of excellence set
by Cedar Park Center LLC management and the arena being one of the
premier destinations for sports and entertainment in Central Texas,
we know we have a great value proposition for the right
partner.”