South Dakota's largest indoor event venue is welcoming some new sponsors in the new year.

The Denny Sanford PREMIER Center in Sioux Falls has new naming rights deals for three different areas in the facility.

The former Club Cambria space on the main concourse level between Sections 103 and 104 will now be known as the PREMIER Club, sponsored by First PREMIER Bank and PREMIER Bankcard. The area provides ticket holders in those two sections with premium seating, a private lounge and wider seats.

A pair of public areas at the PREMIER Center also have new sponsors.

The former Leinenkugel Lodge on the main concourse between Sections 116 and 117 will now be known as the Coors Light Cold Zone.

Also on the main concourse, the old Comfort Zone Club at Section 110, is being renamed the Bud Light Lounge.

The 12,000-seat PREMIER Center opened in September of 2014 after a little more than two years of construction at a cost of $117 million.


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