Originally written on Sports Business Digest  |  Last updated 10/15/12
Sleep Train Arena? We are long since past the days when stadium names sounded cool, or nostalgic; its all about generating money.  For one of basketball's oft-troubled franchises, the Sacramento Kings decided to take what they could get.  Sleep Train Inc. was the winner in the Kings stadium naming rights sweepstakes, and their name will replace the current Power Balance Pavilion in November. The Kings had been looking for a new naming rights owner since Power Balance filed for Chapter 11 bankruptcy protection over a year ago. "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 oddity of the name aside, the Kings really could not have found a better naming rights partner than Sleep Train.  The employee-owned company is currently the number one mattress retailer on the west coast, and they sponsor various music venues.  They also are known for their award-winning Sleep Train Foster Kids program which provides essential items -- clothes, shoes, school supplies, etc. -- during the holidays to 60,000 foster children. "We are pleased to partner with the Sacramento Kings," said Carlsen, founder and CEO of Sleep Train. "Our team of employee-owners is committed to playing a vital role in the communities we serve. This sponsorship aligns with our interest in keeping a vibrant atmosphere of music, sports and entertainment in our region, and allows us to broaden the reach of our Foster Kids program through greater awareness and donation events." Sleep Train plans on using its new found status as holder of the Kings arena naming rights to not only allow kids to attend games, but to increase the donations to the organization. The new Sleep Train Arena will house nearly two million guest annually, and will serve as the home for the Kings while hosting a number of other concerts and events. (via Sacramento Kings)    
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