Credit: Tommy Giglio-USA TODAY Sports

The United Center, home of the Bulls/Blackhawks name will reign on for another 20 years

The name will stand. The United Center, the home of the Chicago Bulls and Chicago Blackhawks‘ name will remain the same according to NBA.com. The 960,00 square foot arena has hosted more than 40 million guests since it opened its doors 19 years ago, in 1994. The United Airlines, the United Center Joint Venture and the arena’s two main tenants announced Wednesday that they reached a lengthy 20-year extension for naming rights

We are delighted to continue our partnership with one of the most recognizable sports and entertainment facilities in the world,” United executive Jeff Foland said in a release “Our more than 14,000 Chicago-based co-workers are honored to have been a part of so many Bulls and Blackhawks championship moments and look forward to many more to come.

This extension is estimated to be between $90 and $110 according to Eric Fernandez, the senior vice president at MediaLink, LLC. The name will remain the same, but don’t expect them to not make improvements; their will be more LED boards among other additions by spring 2014.

Overall I’d call it a win-win,” said Fernandez, who was the executive director of sponsorships and events for AT&T for six years before joining his boutique consultancy firm in 2008. Fernandez played a key role in the agreements that cover AT&T Park in San Francisco and AT&T Center in San Antonio.

“The teams and building have continuity of the partnership, revenues more in line with market conditions and United gets to keep their name on a prime venue in a major market

We can only hope that in the coming years there will more championship celebrations in the United Center. The Blackhawks were crowned in 2013, we can only hope the Bulls will be able to bring a championship back to the city of Chicago in the post-Michael Jordan era. The health of Derrick Rose will determine that in the future.

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