FCA US Gains Naming Rights to West Atrium at The Palace; DTE Energy Music Theatre Lounge


The Detroit Pistons and Palace Sports and Entertainment today announced a partnership with Auburn Hills-based FCA US LLC (Chrysler) that gives the automaker exclusive naming rights to the West Atrium at The Palace and the Ivy Lounge at DTE Energy Music Theatre. The terms of the agreement were not announced.

“FCA US is proud to partner with Palace Sports and Entertainment on a truly unique level as the Detroit Pistons have such a rich tradition and DTE Music Energy Theatre is the preeminent venue to see a summer concert,” says Jeff Hines, director of the Great Lakes Business Center at FCA. “We look forward to a great relationship that will help keep our brands at the forefront of consumers in southeast Michigan.”

As a part of the sponsorship, vehicle displays will be constructed inside of the newly named Dodge Atrium (formerly the West Atrium) at The Palace and outside the Jeep Ivy Lounge (formerly the Ivy Lounge) at DTE Energy Music Theatre. The Palace will receive Dodge Atrium signage outside the venue’s main entrance and inside the atrium, while the Jeep Ivy Lounge features signage inside and outside the club.

The new Dodge Atrium is home to the Dodge Ticket store and the Pistons Locker Room store. The atrium, which received a $1 million renovation in 2013, has been updated with modern lighting, high-definition video boards, and updates to the Pistons Locker Room Store.

The Jeep Ivy Lounge is available exclusively to DTE Royal Members before, during, and after each DTE Energy Music Theatre show. The lounge, located inside the Center Stage entrance, can hold more than 500 people. 

Other sponsorships deals at The Palace include FanDuel as the “Official Fantasy Gaming Partner” of the Pistons. FanDuel also has the exclusive naming rights to Club 300 at The Palace. Troy-based mortgage lender United Shore has naming rights to Club West, an entertainment club overlooking the West Atrium entrance.