United Airlines locks in United Center naming rights for 20 years

    United Airlines has announced a new sponsorship agreement that buys it the naming rights of the United Center for the next 20 years.

    The company’s title sponsorship with the arena — home of the Chicago Bulls and the Chicago Blackhawks — dates back to its 1994 inception but was set to expire in 2014.

    The financial terms were not disclosed. But industry observers estimate the current marketing agreement has been worth about $36 million over the life of the deal, according to sports sponsorship firm IEG LLC, which has not been involved in the United Center/United Airlines negotiations

    Read more in Crain’s Chicago Business.

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