Financial terms of the new multi-year naming rights deal were not disclosed.
Allied describes the venue as a “esports, gaming, content creation and entertainment destination” located at Luxor Hotel and Casino on the Las Vegas Strip. HyperX Arena is one of the longest-running esports venues in the U,S, and hosted a number of high-profile events over the years—Allied claims the venue has hosted more than 700 events since its launch in 2018.
As part of this renewed deal, HyperX will continue to receive “prominent branding and signage inside and outside of the venue, as well as across all arena promotions, content and social media platforms,” according to a release. The companies will also work together on co-branded experiences and events at the arena in the future, focused on growing fandom from the esports and gaming communities.
HyperX previously renewed the naming rights deal for the venue in 2021. Like other esports venue businesses in the United States, the HyperX Arena Las Vegas faced challenges over the last several years due to local restrictions related to the COVID-19 global pandemic—which basically means it had to shut down operations for a while.