The NBA’s New Orleans Pelicans have reached a multi-year agreement to rename New Orleans Arena the Smoothie King Center. The naming rights deal between the Pelicans, the state of Louisiana and Smoothie King is for 10 years. A new Smoothie King Center logo will adorn the roof of the building and the new name and logo will appear on the facility’s exterior facade, on the Pelicans home basketball court, the team’s scoreboard and in numerous locations throughout the arena.

With the NBA hosting its annual All-Star Game and associated activities in New Orleans the weekend of February 14-16, fans attending the event and regular-season games will be greeted by a 20-foot high Smoothie King cup at the building’s main entrance on Gravier Street across from the Mercedes-Benz Superdome. A new Smoothie King retail outlet will also offer visitors numerous varieties of the company’s product as well.

“Smoothie King and the NBA are a perfect fit,” said Wan Kim, CEO of Smoothie King. “Both organizations are global brands that continue to grow in status and stature. Smoothie King supports the NBA and the New Orleans Pelicans franchise, and we think this partnership reflects our joint interests in nutrition, health and athletics from an international to a local perspective.”

Pelicans owner and Vice Chairman of the Board Rita Benson LeBlanc said, “This is an exciting time for the franchise as we introduce the Smoothie King Center and prepare to host the 2014 NBA All-Star Game, where New Orleans will once again be an international stage to host the league’s most exciting event of the season. As a venue, the Smoothie King Center will continue to be enhanced with custom, state-of-the-art improvements into next season.”