Multi-year Agreement Features a Signature Hospitality Area and Lounge, Fan-First Activations, and Ongoing Community Engagement Initiatives
LAS VEGAS – (April 15, 2026) – T-Mobile Arena, Las Vegas’ world-class sports and live-entertainment venue, and Tito’s Handmade Vodka (Tito’s), America’s Original Craft Vodka, have launched a strategic new agreement. The multi-year deal, brokered by AEG Global Partnerships, makes Tito’s an official venue sponsor of T-Mobile Arena.
As part of the agreement, Tito’s will receive naming entitlement to a newly reimagined hospitality area and lounge on the arena’s upper concourse, now known as the 1997 Lounge – a nod to the year the first case of Tito’s was sold. The refreshed space will serve as an elevated destination for fans to gather and enjoy custom cocktails and immersive Tito’s brand moments designed to enhance the guest experience during concerts, sporting events, and more.
“We’re excited to join forces with a world-class venue like T-Mobile Arena, creating new ways to connect with fans from around the world while deepening our commitment to community, hospitality, and great experiences,” said Brian Herlihy, Field Sales Director at Tito’s Handmade Vodka. “We’re proud to launch this collaboration with purpose, supporting both the Las Vegas community and our loyal Tito’s fans in a meaningful way.”
As an official venue sponsor of the arena, Tito’s will bring its signature spirit to life through activations and immersive fan experiences that celebrate community, craft, and connection. Each year, the brand will collaborate with T-Mobile Arena on custom campaigns, from on-site moments to digital storytelling, that spotlight Tito’s commitment to real moments with real people. These efforts will introduce fresh ways for fans to engage with the brand across the full arena experience and build deeper ties with the Vegas audience in fun, authentic ways.
Massimo Bizzarro, T-Mobile Arena’s General Manager, said, “We look forward to Tito’s joining the T-Mobile Arena family and the opportunity to offer our eventgoers memorable experiences during our future events.”
Community will be a central focus of the agreement, with Tito’s and T-Mobile Arena joining forces on initiatives designed to drive meaningful local impact. Together, the entities will launch community-driven programs, including an annual donation to a mutually agreed charity. These efforts underscore Tito’s long-standing commitment to service and reflect both organizations’ dedication to making a difference in the communities they serve.
With Las Vegas standing as one of the world’s most dynamic entertainment hubs, this collaboration represents a major milestone for both Tito’s Handmade Vodka and T-Mobile Arena, bringing together two powerhouses committed to celebrating live moments and giving back.
###
ABOUT TITO’S HANDMADE VODKA
Tito’s Handmade Vodka was founded by sixth-generation Texan Bert “Tito” Beveridge. In the mid-nineties, on a plot of land in rural Austin, he built a 998-square-foot shack, rigged a pot still with spare parts, and created Tito’s Handmade Vodka. Tito’s corn-based vodka is certified gluten free. Tito’s Handmade Vodka is distilled and bottled by Fifth Generation, Inc. in Austin, Texas, and is available in Liter, 1.75L, 750ml, 375ml, 200ml, 100ml, and 50ml sizes.
ABOUT T-MOBILE ARENA
T-Mobile Arena, the 20,000-seat venue located on the Las Vegas Strip between Park MGM and New York-New York, opened April 6, 2016. The arena hosts more than 100 events annually including major headline entertainment, awards shows, UFC, boxing, basketball, and other sporting events, family shows, and special events. T-Mobile Arena also is the home of the Vegas Golden Knights, a National Hockey League expansion team and the city’s first professional sports team, as well as UFC’s exclusive Las Vegas arena destination. The venue, named the No. 1 venue on Billboard Magazine’s 2018 Arena Power List as well as the “Best New Major Concert Venue” by Pollstar Magazine in 2016, features 50 luxury suites, more than two dozen private loge boxes, complete broadcast facilities, and other specially designed exclusive hospitality offerings and fan amenities destined to create a guest experience second to none. Toshiba Plaza, an adjacent two-acre outdoor entertainment space, features performance stages, a variety of video screens, and other interactive content and display areas. Designed and built to prioritize environmental sustainability, T-Mobile Arena was awarded Leadership in Energy and Environmental Design® (LEED) Gold certification by the U.S. Green Building Council in 2016. T-Mobile Arena is a privately funded joint venture between AEG and MGM Resorts International (NYSE: MGM).
Stay Informed, Stay Competitive
Unlock the articles, expert interviews, and data reports that power the food and beverage industry. Join our community and stay ahead with exclusive insights from BevNET and Nosh.