Amway Section A

Amway Section A Logo

“Amway Section A,” the $1.2 million expansion of Van Andel Arena’s northwest concourse, was dedicated and opened to the public on November 20, 2010.

Following four months of construction, this 3,500-square-foot addition, which was designed by Rossetti Architects, the arena’s original architects, and built by general contractor Rockford Construction and other local firms, has been opened. Intended to help alleviate congestion during large arena events, Amway Section A features a full bar, concession-style food service and three 42” flat screen TVs.

“Teaming up with the Griffins to increase the visibility of the Amway name was the perfect opportunity for us,” said David Madiol, manager at Amway. “Investing in one of the area’s top destinations and hockey teams allows us to show our support to the community in which we've done business in for more than 50 years.”

“With the full support of the Grand Rapids-Kent County Convention/Arena Authority, we continually strive to make improvements that benefit our patrons,” said MacKeigan. “The expansion of the concourse will provide a more convenient and comfortable walkway for patrons and an additional area for concessions, while maintaining the look and feel of the facility’s original design.”

The naming rights for the concourse expansion are one element in a three-year sponsorship agreement between the Griffins and Amway, which also includes the placement of an Amway patch on the Griffins’ home and road jerseys and ad spots during the Griffins’ radio broadcasts on ESPN 96.1 FM.

Amway is extremely active in sports sponsorships. They hold the naming rights of the Amway Center in Orlando, which is home to the NBA’s Orlando Magic, and are the presenting sponsor of Major League Soccer’s San Jose Earthquakes. Most recently, Amway’s North American affiliate announced they hold exclusive rights to placing their logo on the official Detroit Red Wings practice jersey as well as dasher board signage at Joe Louis Arena.

Please click here for a timeline of the expansion project.