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    Helene Elliott: It will always be Staples Center, the house Kobe and other stars helped immortalize

    LOS ANGELES — It's an age-old question, famously posed more than 400 years ago by William Shakespeare in "Romeo and Juliet." What's in a name? The answer in 2021: about $700 million over 20 years for AEG that the owner and operator of Staples Center gained from a stunning naming rights deal announced late Tuesday with Singapore-based cryptocurrency exchange crypto.com. As of Dec. 25, the red ...
    by Helene Elliott, Los Angeles Times Nov 17, 2021 3 minutes

    LOS ANGELES — It's an age-old question, famously posed more than 400 years ago by William Shakespeare in "Romeo and Juliet."

    What's in a name?

    The answer in 2021: about $700 million over 20 years for AEG that the owner and operator of Staples Center gained from a stunning naming rights deal announced late Tuesday with Singapore-based cryptocurrency exchange crypto.com.

    As of Dec. 25, the red Staples logo will be removed from the arena. By next June all hints of Staples' sponsorship — which was secured in 1997, two years before the building opened —

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