Universal Amphitheatre Renamed

The Michigan-based Gibson Guitar Corp. has inked a joint partnership deal with Universal Studios and House of Blues Concerts to rename the Universal Amphitheatre, “The Gibson Amphitheatre at Universal Citywalk.” The deal calls for an overall strategic partnership encompassing the venue, themed areas and sales and marketing programs. Financial terms of the deal were undisclosed but as part of the ten-year pact, Gibson Guitar will participate in on-site enhancements to the amphitheatre including an exclusive new skybox, logo integrations and design work, uniform branding for all employees and additional visuals for the Universal Studios Backlot tram tour. A joint marketing plan has been activated to include broadcast, print, Internet, ticketing, special events, publicity, promotional support and concert promotions in conjunction with the House of Blues team.