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Continental brands arena

Published on .

Continental Airlines announced a $29 million deal to become title sponsor of the Meadowlands Arena in East Rutherford, N.J., near the Houston-based airline's Newark, N.J., hub. The 12-year deal includes arena signage plus event marketing opportunities.

Continental is the first corporate sponsor of the sports and entertainment complex, previously called the Brendan Byrne Arena, which is home to the New Jersey Devils and New Jersey Nets and is the site of the 1996 National Collegiate Athletic Association's Final Four basketball tournament. It will now be the Continental Airlines Arena.

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