Brookshire Grocery Buys Naming Rights for Bossier City Arena

CenturyLink Center arena in Bossier City, La., which has hosted sold-out shows for Paul McCartney, Garth Brooks, Taylor Swift and more, will now be known as the Brookshire Grocery Arena, after Tyler, Texas-based Brookshire Grocery Co. purchased naming rights.

"We are incredibly excited to extend our involvement and dedication to Bossier City and the surrounding community in this whole new way," said Brad Brookshire, chairman and CEO of Brookshire Grocery, in a release. "As it has been for more than 92 years, our mission is to provide customers with exceptional shopping experiences while also furthering our commitment to and involvement in the communities we serve. We look forward to a long and meaningful partnership with Bossier City to help bring tourism and revenue to the city."

The name change was announced Dec. 10 at a press conference held at the 270,000-square-foot arena. The partnership with Brookshire Grocery runs through 2030 and will start with a six-month branding period as the arena undergoes a transition.

“The city of Bossier City and our arena management firm, ASM Global, are proud to have the Brookshire Grocery Co. as our partner,” said Bossier City Mayor Lorenz “Lo” Walker. “Brookshire Grocery Co. has become a major partner in the economy and quality of life in Bossier City and northwest Louisiana. They are well-known for the quality of their products, service and involvement in the communities they serve. The Brookshire Grocery Arena will continue to grow this partnership and provide outstanding mutually beneficial entertainment in this excellent venue.”

Brookshire Grocery, which has 184 stores throughout Louisiana, Texas and Arkansas under the Brookshire’s, Super 1 Foods, Fresh by Brookshire’s and Spring Market banners, has 11 stores in the greater Bossier City area.

The arena management is under ASM Global, which was formed by the combination of AEG Facilities and SMG, global leaders in venue and event strategy and management. The company’s venue network spans five continents.