Sacramento Kings' home court to become Sleep Train Arena

Furniture Today Staff -- Furniture Today, October 18, 2012

This artist's rendering shows how the new Sleep Train Arena, home of pro basketball’s Sacramento Kings, will look.

SACRAMENTO, Calif. — West Coast sleep shop chain Sleep Train has partnered with the National Basketball Assn.'s Sacramento Kings on a new strategic marketing partnership that includes naming rights for the home arena.

The venue officially becomes Sleep Train Arena in November. Financial terms of the partnership were not disclosed.

In addition to hosting the Kings' games, the arena hosts concerts, family-themed shows and various cultural events.

"On behalf of the entire Sacramento Kings organization, we are thrilled to partner with Sleep Train," said Matina Kolokotronis, the team's president of business operations. "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."

"We are pleased to partner with the Sacramento Kings," said Dale Carlsen, 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's Foster Kids program provides items like clothes, shoes, school supplies, pajamas and gifts during the holidays to foster children.