Frisco’s flagship entertainment venue will be renamed Fifth Third Arena, with the change taking effect on Nov. 10, according to Community Impact. The rebrand follows Fifth Third Bank’s merger with Comerica earlier this year.
The merger, completed in February, created the ninth‑largest bank in the United States. Fifth Third’s expanded presence in North Texas set the stage for the naming‑rights partnership with the arena.
“We are excited to usher in a new era for Frisco’s premier entertainment venue,” Dallas Stars President and CEO Brad Alberts said in a release. “Fifth Third Bank’s commitment to North Texas and our community makes them the ideal naming rights partner for this arena.”
The arena serves multiple roles for the region. It is the practice facility for the NHL’s Dallas Stars and the home court for the NBA G League’s Texas Legends as well as the indoor football team Dallas Pulse. In addition to professional sports, the venue regularly hosts concerts, family shows, graduations, other sporting events and corporate gatherings.
For Frisco residents, the name change signals continued investment in local entertainment and community events. The arena’s diverse programming provides families, students and businesses with a central location for recreation, celebration and commerce, reinforcing Frisco’s reputation as a vibrant, family‑focused city.
What’s next: Starting Nov. 10, signage around the facility will be updated to reflect the Fifth Third Arena name. The venue will continue to operate under its existing schedule of sports, concerts and community events, now under the new branding that highlights Fifth Third Bank’s commitment to the area.
Sources: communityimpact.com, communityimpact.com
