Joe Louis Arena, home to the Detroit Red Wings for over 30 years, held its last event earlier this year ahead of Detroit’s all-new Little Caesar’s Arena grand opening. Despite the memories housed at The Joe, there will be a familiar brand covering Little Caesar’s Arena.
Chevrolet has signed on to become the official vehicle of Little Caesar’s Arena in an expanded partnership between the brand and Olympia Entertainment.
“We have enjoyed a fantastic relationship with the Detroit Red Wings and it was an honor for Chevrolet to celebrate the historic final season with the team and the fans at Joe Louis Arena,” said Paul Edwards, U.S. vice president of Chevrolet Marketing. “We look forward to continuing to support the Red Wings and the revitalization of our hometown, the City of Detroit, as a landmark partner in the new Little Caesars Arena — a perfect complement to our partnership with the Detroit Tigers and presence at Comerica Park.”
Chevrolet says its presence will be quite evident throughout the new arena. Branding along the northeast entrance on Woodward Avenue will be present and will include “Chevrolet Plaza,” a new event space with a massive video screen to host other community events. Of course, all of this takes place with the General Motors Renaissance Center as a backdrop in downtown Detroit.
The partnership builds upon Chevrolet’s ties to the Detroit Red Wings; the brand is also the official vehicle of the city’s hockey team.
Little Caesar’s Arena is expected to open its doors in September of 2017, ahead of the 2017-2018 hockey season. Look for plenty of bowties surrounding the arena.