The Orlando Magic, of North American basketball’s NBA, have agreed to a new arena naming rights deal with South Korean car brand Kia.

The franchise’s home has been renamed the Kia Center under an expanded multi-year partnership between the two parties.

Kia’s branding debuted in the arena at last night's (December 20) game between the Magic and fellow Florida outfit the Miami Heat.

Kia replaces Amway, the cosmetic and health products firm, which held naming rights to the arena since 2009.

The deal with Amway, when originally announced 13 years ago, was worth around $4 million per year.

The arena in downtown Orlando opened in 2010 and is owned and operated by the City of Orlando.

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By GlobalData

Kia’s partnership with the Magic will include new indoor and outdoor signage and a Kia Terrace hospitality lounge, while the brand will also collaborate with the team on community projects.

The car brand already serves as the official automotive partner of the franchise, as well as the NBA.

Alex Martins, the Magic's chief executive, said: “The Orlando Magic and Kia America have been proud partners for several years and we share in the excitement of Kia’s success and growth. We look forward to our expanded partnership which allows Kia to drive its brand forward.”

Sean Yoon, Kia America chief executive president and chief executive, added: “The naming of the Kia Center is another example of the strength of our partnership and provides us a year-round sports and entertainment platform for our fans.”

Kia also holds naming rights to the Kia Forum multi-purpose arena in Inglewood, California.

The Magic’s home arena now becomes the latest NBA venue to secure a naming rights deal. The San Antonio Spurs’ home is known as the Frost Bank Center this season after a long-term deal struck with the company in August.

AT&T, the prominent US telecoms giant, previously held naming rights to that arena for 22 seasons.

Earlier this year, the Heat named software company Kaseya as their new arena naming rights partner under a 17-year deal worth $117 million, meanwhile.