The Sacramento Kings and Sleep Train Mattress Centers today announced they have signed a multi-year deal to rename the team's Natomas arena for the mattress chain.
Dale Carlsen, Sleep Train founder and CEO, said his company, based in Rocklin, has signed a five-year deal with the Kings.
"We're hopeful they'll be here a long time," Carlsen said of the team. The deal includes an option to end the contract or renegotiate it if the Kings decide to leave Sacramento during the five years, Carlsen said.
He and Kings officials refused to discuss dollar amounts. The name change will occur in November.
The basketball team had been scouring for a replacement sponsor since the Power Balance bracelet company went bankrupt, failing to fulfill the terms of its year-old agreement with the team.
"On behalf of the entire Sacramento Kings organization, we are thrilled to partner with Sleep Train," said Kings President of Business Operations Matina Kolokotronis. "We're particularly excited to align with a locally owned company built on 27 years of customer satisfaction, a stellar reputation among consumers and business leaders, and an unwavering commitment to community involvement."
The deal includes joint community outreach work, and gives Sleep Train marketing visibility for concerts, family-themed shows and cultural experiences at the arena, as well as NBA basketball.
Sleep Train bills itself as the number-one mattress retailer on the West Coast.
Company CEO Carlsen dismissed the recent controversy over the Kings failure to sign an arena deal in Sacramento, saying he is focused on getting his company to play a larger role in the community. Carlsen said the deal includes opportunities to bring hundreds of foster children to games and events.
A big thing was the "ability to bring hundreds of foster kids to games," Carlsen said. "When push comes to shove, it's the community and the kids," he said.
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