Daily fantasy sports operator DraftKings has signed a three-year marketing partnership with Staples Center, becoming the official Daily Fantasy Sports Partner of one of the biggest arenas in the U.S.

Staples Centre is the home to the Los Angeles Lakers and the Los Angeles Clippers of the National Basketball Association (NBA), the Los Angeles Kings of the National Hockey League (NHL), and the Los Angeles Sparks of the Women’s National Basketball Association (WNBA).

The arena has hosted over 250 events with over 4 million guests annually such as NBA and NHL All-Star Game, Grammy Award shows, MTV music awards and numerous concerts from artists including The Rolling Stones, Prince, U2, Taylor Swift, Jay-Z, Beyonce and more.

Under the deal, DraftKings will have naming rights to a new fantasy sports bar and lounge to be built at the Los Angeles arena. The 4,400 square-foot DraftKings Fantasy Sports Bar & Lounge, which set to open in September, will enable guests to follow their favorite players and teams and all of the live action of the event taking place inside Staples Center via more than 35 Toshiba smart televisions, six Toshiba Virtuoso Screens, fifteen Microsoft Surface tablets and four iMacs.