ThreatLocker takes naming rights to downtown Orlando arena garage as Orlando Magic partnership widens
A visible new brand on a key downtown access point
A City of Orlando parking structure next to the Kia Center has been renamed the ThreatLocker Garage, marking the latest expansion of the Orlando Magic’s commercial relationship with the Orlando-based cybersecurity company. The facility sits at 400 W. South St., adjacent to the arena and connected to the game-night and concert traffic that flows through downtown.
The garage had previously carried GEICO branding. City parking materials now identify the facility as the ThreatLocker Garage and describe it as a city-owned garage serving Kia Center events, with hours and event operations aligned to the arena calendar.
How the deal fits into a broader sponsorship footprint
The garage name is one element in a wider package of team and venue partnerships. The Magic elevated ThreatLocker into the team’s “Champion of the Community” sponsorship tier in December 2023, placing it among a limited group of brands associated with community programming and arena entitlements. As part of that arrangement, the company’s presence extended across multiple Magic-affiliated properties, including the G League’s Osceola Magic and other team entities.
The garage naming rights add a high-visibility point of contact for fans and visitors, especially for attendees who park at the arena-connected facility before games and major concerts.
Facility: City-owned garage next to the Kia Center (400 W. South St.).
Change: Rebranded from GEICO Garage to ThreatLocker Garage.
Context: Builds on an existing Magic partnership that expanded in late 2023.
Downtown branding arrives amid arena identity changes
The garage renaming comes after the venue itself changed identity in December 2023, when the Orlando Magic’s home arena was rebranded as the Kia Center following a naming-rights transition from Amway Center. The updated arena partnership brought new venue signage and additional in-building brand integrations, reflecting the increasing use of naming rights and premium sponsorship assets to attach brands to year-round sports and entertainment traffic.
The garage naming rights highlight how sponsorship strategies increasingly extend beyond jerseys and in-arena signage into adjacent infrastructure used by fans before and after events.
What is known—and what is not
Public materials describe the garage’s location, city ownership, and event operations, and document the facility’s new ThreatLocker name. Financial terms of the garage naming rights agreement have not been publicly detailed in the city’s parking information. Likewise, while the Magic’s partnership with the company includes brand rights and community-related components, the specific valuation of the garage naming asset has not been disclosed.
What is clear is the direction: as the Kia Center anchors a growing slate of downtown events, the corridor between venue and parking is becoming a more prominent platform for corporate partnerships tied to the region’s sports and entertainment economy.