In a deal the first of its kind, Barclays Center has signed a name-in-title sponsorship deal with streaming service Tidal. The arena’s theater setup will now serve as Tidal theater. Simply put, fans will get more Tidal X shows like the one last Thursday (Oct. 20), but will feature smaller acts on the cusp of stardom.
Billboard reports:
The Barclays cut-down theater configuration, which features an advanced curtaining system located in the bowl, had operated as the Cushman & Wakefield Theater since the arena opened three years ago. The theater officially becomes the Tidal Theater today, and Cushman & Wakefield has been “repositioned” into other areas of Barclays Center, according to Barclays Center CEO Brett Yormark, who describes the Tidal partnership as a “content deal.”
Tidal will be curating eight events a year, minimum, as part of the deal.
