NBA franchise expands frost partnership to cover event plaza

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Spurs Sports & Entertainment (SS&E), owner of the NBA’s San Antonio Spurs, has extended its partnership with banking and investment firm, Frost.

The long-term agreement will see Frost, which is the team’s jersey patch sponsor, become naming rights partner for a new event plaza currently under construction at the franchise’s Rock at La Cantera campus.

The expanded deal includes continued branding across digital, in-arena, broadcast advertising, as well as the Austin Spurs and San Antonio FC franchises.

The Rock at La Cantera is a multi-phase, $500 million project which will span 45 acres once complete, with the event plaza set to open along with the new performance centre in the summer of 2023.

Texas-based hospitality development and management firm Hospitality Alliance is developing programming for the plaza that will include concerts, fitness classes, community events and watch parties.

Frost has been a partner of the Spurs since the team relocated to San Antonio in 1973 and became the franchise’s first jersey patch sponsor in 2018.


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