E Center: Adventure's Next Stop

The "E" Center: In a world of sponsored properties, its name was kind of an old-school throwback. But no more.

In a press release today, gas/convenience retailer Maverik announced that it had acquired naming rights to the arena -- home of the Utah Blaze and Utah Grizzlies, in addition to concerts and other special events -- from West Valley City. The "Maverik Center" will debut in an unveiling event prior to the Justin Bieber concert June 10. The expected "prominent signage" and a new Maverik concession outlet will be among the changes as part of the multi-year deal.