The Complete Overview of What Was Staples Center Called Before
The Staples Center’s pre-2000 identity is a microcosm of the late 1990s corporate sponsorship wars, where companies competed to slap their logos on everything from stadiums to Super Bowls. The arena’s original name, **Cryptkeeper.com Arena**, was announced in 1999 as part of a $100 million naming rights deal with Cryptkeeper.com, a now-defunct online security software company. The name was a bold, if short-lived, experiment in digital-age marketing—one that reflected the era’s obsession with all things internet. But by early 2000, the dot-com crash had begun, and Cryptkeeper.com’s financial stability was in question. Within months, the arena’s name was up for grabs again, leading to its rebranding under Staples, the office supply retailer. The rapid turnover of the arena’s name wasn’t just about corporate missteps; it was also a reflection of Los Angeles’ economic landscape. Downtown LA was undergoing a renaissance in the late 1990s, with new developments like the Walt Disney Concert Hall and the Broad Museum on the horizon. The arena’s location—smack in the heart of the city’s civic core—made it a prime piece of real estate for corporate branding. The fact that it changed names so quickly underscores how fluid sponsorship deals could be during that period, especially when tied to industries as volatile as tech startups.Historical Background and Evolution
The Staples Center’s origins trace back to the early 1990s, when Los Angeles was still recovering from the 1992 riots and the city’s sports teams were in desperate need of a new home. The Lakers, Clippers, and Kings had been sharing the Great Western Forum since 1967, but by the early ’90s, the facility was outdated and too small for the NBA’s growing demands. Enter **The Forum at Ingleside**, a temporary solution that barely lasted a decade. The push for a new arena gained momentum in the mid-’90s, with city officials and developers eyeing downtown as the ideal location—close to the Convention Center and within walking distance of future cultural institutions. The arena’s construction was part of a larger urban revitalization plan, one that included the development of the **Los Angeles Sports and Entertainment District**. Ground was broken in 1997, and the venue opened in 1999 as **Cryptkeeper.com Arena**, just in time for the Lakers’ 1999-2000 season. The name was intended to be a tech-forward statement, but within months, Cryptkeeper.com filed for bankruptcy, leaving the arena’s name in limbo. By February 2000, Staples had stepped in with a 20-year naming rights deal, ensuring the venue’s identity would align with a more stable corporate partner.Core Mechanisms: How It Works
The process of renaming a major sports and entertainment venue is a delicate balance of corporate strategy, legal contracts, and public perception. In the case of what was Staples Center called before, the mechanics involved a high-stakes bidding war between companies vying for visibility in a prime urban location. Cryptkeeper.com’s deal was structured around a **naming rights agreement**, a common practice in sports venues where a sponsor pays for the right to have their name attached to the facility for a set period—typically 5 to 20 years. When Cryptkeeper.com’s financial troubles surfaced, the arena’s ownership (a consortium led by **The Anschutz Company**) had to quickly find a replacement sponsor. Staples, which had been eyeing the deal for months, offered a longer-term commitment and a higher payment structure, securing the naming rights in a matter of weeks. The rebranding process involved **signage updates, marketing campaigns, and legal transitions**, all while ensuring minimal disruption to ongoing events. The speed of the change highlighted how critical corporate stability was in such deals—especially in an era where dot-com companies were seen as high-risk but high-reward partners.Key Benefits and Crucial Impact
The Staples Center’s rebranding wasn’t just about changing a name; it was about securing a stable financial future for the arena and its tenants. The Lakers, Clippers, and Kings all benefited from the transition, as Staples’ long-term commitment provided predictability in an otherwise volatile market. For the city of Los Angeles, the arena became a symbol of downtown’s rebirth, attracting tourists and events that put the area on the map. The name change also reflected broader trends in corporate sponsorship, where retailers and service-based businesses began to dominate naming rights deals over tech startups. The impact of the arena’s identity shift extended beyond sports. Concerts by artists like U2, Madonna, and Beyoncé became synonymous with the Staples Center brand, reinforcing its status as a cultural hub. The venue’s ability to host everything from NBA games to major awards shows (like the NBA All-Star Weekend) made it a versatile asset, one that could adapt to different audiences under its new name.*"The Staples Center isn’t just a building—it’s a statement about what Los Angeles stands for: ambition, reinvention, and the relentless pursuit of greatness."* — **Magic Johnson**, Lakers Legend and Arena Stakeholder
Major Advantages
- Corporate Stability: Staples’ long-term deal (2000–2020) provided financial security for the arena, unlike the short-lived Cryptkeeper.com sponsorship.
- Brand Recognition: Staples, a household name, brought instant credibility and global visibility to the venue.
- Economic Boost: The arena’s rebranding coincided with downtown LA’s growth, attracting more businesses and tourism.
- Versatility: The name change allowed the venue to market itself to both sports fans and concertgoers under a unified brand.
- Legal Clarity: A 20-year deal eliminated the risk of last-minute renaming, unlike the abrupt end of the Cryptkeeper.com era.
Comparative Analysis
| Cryptkeeper.com Arena (1999–2000) | Staples Center (2000–Present) |
|---|---|
| Naming rights deal: $100M (5-year term) | Naming rights deal: $150M+ (20-year term) |
| Sponsor: Cryptkeeper.com (tech security startup) | Sponsor: Staples (retail giant, stable financials) |
| Lifespan: Less than 1 year | Lifespan: 20+ years (with renewal potential) |
| Public Reception: Mixed (seen as gimmicky) | Public Reception: Strong (associated with Lakers, Clippers, and major events) |
Future Trends and Innovations
As the Staples Center approaches the end of its Staples naming rights deal in 2020, the arena’s future identity remains a topic of speculation. The next sponsor will likely reflect broader trends in corporate sponsorship, where companies like **Crypto firms, tech giants, or even international brands** may bid for the rights. The arena’s location in downtown LA—now a thriving hub with the **LA Live complex**—means any new name will need to align with the city’s evolving identity. Innovations in venue naming are also shifting toward **dynamic branding**, where names change based on events (e.g., "Crypto.com Arena" for a blockchain-themed sponsorship). The Staples Center’s next chapter could involve a more flexible naming strategy, allowing for temporary rebrands during major tournaments or concerts. One thing is certain: whatever it’s called next, the arena will remain a cornerstone of Los Angeles’ cultural and economic landscape.
Conclusion
The story of what was Staples Center called before is more than just a trivia question—it’s a snapshot of a moment in time when Los Angeles was reinventing itself. The failed Cryptkeeper.com deal serves as a reminder of how quickly corporate fortunes can change, while Staples’ long-term partnership proved that stability matters more than flashy branding. Today, the Staples Center stands as a testament to the city’s resilience, hosting everything from NBA Finals to global concerts under a name that has become synonymous with greatness. As the arena prepares for its next naming rights cycle, the lessons from its past—both the successes and the missteps—will shape its future. Whether it’s called something new or retains a familiar moniker, one thing is clear: the Staples Center’s legacy is far from over.Comprehensive FAQs
Q: Why did the Staples Center originally have such a weird name?
The original name, Cryptkeeper.com Arena, was a product of the late 1990s dot-com boom, when companies like Cryptkeeper.com (an online security firm) were willing to pay millions for high-profile sponsorships. The name was intended to be edgy and tech-forward, but the company’s bankruptcy within months made it a short-lived experiment.
Q: How much did Staples pay to rename the arena?
Staples secured a 20-year naming rights deal in 2000, reportedly worth over $150 million. The exact figure was never publicly disclosed, but it was one of the largest such deals at the time, reflecting the arena’s strategic value in downtown LA.
Q: Did any other companies try to buy the naming rights before Staples?
Yes, several companies were in the running, including **Blockbuster** (the video rental giant) and **Home Depot**. However, Staples outbid them with a longer-term commitment and stronger financial backing, securing the deal in early 2000.
Q: What was the public reaction to the Cryptkeeper.com Arena name?
The reaction was largely negative. Many saw it as a gimmicky, short-term branding move that didn’t reflect the arena’s long-term potential. The name was criticized for being overly corporate and disconnected from the city’s identity, which may have contributed to its quick demise.
Q: Will the Staples Center ever change its name again?
Almost certainly. The current naming rights deal expires in 2020 (though it was extended), and the next sponsor will likely be a major corporation looking to align with LA’s evolving economy. Given the city’s growth, future names could range from tech firms to global brands, depending on who offers the best long-term value.
Q: Are there other famous venues with similar naming history?
Yes. The **Madison Square Garden** (originally "The Garden") and **American Airlines Center** (formerly "Reunion Arena") have both undergone multiple name changes due to sponsorship shifts. The Staples Center’s story, however, is particularly notable for the rapid turnover between its first two names.
