Still for Sale: The (Your Name Here) Citywalk

The Universal Amphitheatre has a new name -- and it's a mouthful.

"The Gibson Amphitheatre at Universal Citywalk" comes as Universal Studio sold naming rights to the concert venue in a 10-year deal valued at more than $14 million, according to the Associated Press.

It's a big marketing play by Gibson Guitar Corp., which as part of the deal will get early crack at marketing opportunities (like product placement) in NBC Universal programming as well.

Writes the AP: Financial terms of the deal were not disclosed. But sources familiar with the agreement said it calls for Gibson to pay a little more than $1 million per year for a total of between $14 million and $15 million.

Gibson will get a new skybox in the arena, its name on employees' uniforms and branding on the Universal Studios backlot tram tour.

A Gibson Guitar Garden will also be built and be used to honor artists and host visitors.

Name of the concert venue will be shorted to "The Gibson Amphitheatre" after 18 months.

(Link via LA Observed.)