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New name, branding coming for Qwest Arena


Qwest Arena in downtown Boise will become CenturyLink, though a timeline for the name change has not yet been firmed up. (Photo by Jay Patrick)

Qwest Arena in downtown Boise will become CenturyLink, though a timeline for the name change has not yet been firmed up. (Photo by Jay Patrick)

So long, Qwest Arena. By the end of August, the 5,000-seat venue will take the name of CenturyLink, according to a spokeswoman for the Lousiana-based telecommunications company that bought Qwest for around $12 billion in April.

CenturyLink’s name and symbol – a dozen green pie-slice shapes arranged in a circle – will go up on signs, scoreboards and marketing materials, and the Qwest name and big blue “Q” will go away.

The arena has borne the Qwest label since 2005. Before that, the facility was known as Bank of America Center. The same changes due in Boise are set to happen at other Qwest-branded arenas and stadiums across the country, including Seattle’s Qwest Field, home of the National Football League Seahawks, said CenturyLink spokeswoman Annmarie Sartor. She could not provide a timeline for the transition in Boise, but said the company aims to remake most facilities by September.

Qwest Arena spokesman Will Hoenike said officials here anticipate a rebranding but that CenturyLink has not yet discussed details. “We fully expect it will happen,” Hoenike said.

Meanwhile, CenturyLink is attempting to ease its brand into markets where it’s now unknown, like Idaho, and head off potential picking off of customers by companies with local name recognition, by introducing a logo featuring both the Qwest and CenturyLink names, Sartor said.

Joanna Hjelmeland, a Qwest spokeswoman, told the Omaha World-Leader: “Qwest is not going away. The brand will, eventually, but the company isn’t going away.”

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