Desert Diamond Casinos & Entertainment Tuesday announced a new partnership with ASM Global, along with planned future upgrades and expansions for the Tribal operator’s Arizona casinos. Per the agreement with ASM Global, the City of Glendale’s 18,000-seat entertainment venue will be renamed Desert Diamond Arena.
Desert Diamond Casinos’ four properties in Arizona, including a casino in West Valley, are run by the Tohono O’odham Nation.
The partnership will integrate new opportunities and cooperation between ASM Global, Desert Diamond Casinos, and the arena. Events, interconnected promotions, special offers, and other amenities will be part of the entertainment center.
“Desert Diamond Casinos has always been committed to building a successful West Valley community with diverse entertainment options,” said Tohono O’odham Gaming Enterprise CEO Mike Bean in a statement. “It just made sense to connect our capabilities with our neighbors at ASM Global and the City of Glendale so we can deliver the best possible experience for all of our guests. We appreciate the vision of Glendale leaders in establishing a thriving sports and entertainment district where all of us can succeed together.”
Starting this fall, the agreement will be in place for at least a decade.
“This is about much more than changing the name of the arena,” said ASM Global Chief Commercial Officer Jason Oberlander. “Strengthening our relationship with Desert Diamond Casinos through this new agreement will allow us to go further than ever before in delivering the highest level of entertainment experiences to our guests. With the City of Glendale, this partnership is more than the sum of its parts and we are excited to move forward with this new opportunity.”
Acts scheduled for the Desert Diamond Arena later this year include Alan Jackson, Roger Waters, and Professional Bull Rider teams. Headline acts for 2023 include Rage Against the Machine and Carrie Underwood.
“The exciting news about the naming rights agreement is a big win for Glendale and the West Valley,” Glendale Mayor Jerry P. Weiers said in a statement. “Desert Diamond Casinos are leaders in entertainment, job creation, and driving increased business for retail, hotels, and restaurants. It is a perfect fit for their brand to be extended to our arena. We are proud of the strong partnership between the Tohono O’odham Nation and our community.”
