Following a significant deal with Black Bear Sports Group, Inc. (BBSG), Biggby Coffee has acquired naming rights to the well-known Kensington Valley Ice House in Brighton, Michigan. The venue, now rebranded as “Biggby Coffee Ice Cube- Brighton,” continues to serve as a key facility for local figure skating and hockey organizations. This strategic partnership aims to bolster community sports and establish a stronger local presence for Biggby Coffee.
Seamless Transition, Broadened Horizons
The transition to the new name, announced in February, marks a new chapter for the arena while maintaining its status as a hub for sports in Livingston County. Home to organizations like the Ice House Skating Academy, Kensington Valley Hockey Association (KVHA), and various high school hockey teams, the arena’s rebranding underlines its commitment to fostering athletic talent and community engagement. The deal not only encompasses naming rights but also ensures long-term sponsorship for the Biggby Coffee Hockey Club, catering to a wide range of levels from Tier 1 to adult leagues.
Strategic Location and Expansion
Strategically located off Citation Drive near Grand River Avenue & US-23, the Biggby Coffee Ice Cube- Brighton is positioned to provide comprehensive support for the region’s hockey and figure skating community. This move is part of a larger strategy by BBSG, which has taken over operations of three ice facilities in Michigan, including arenas in East Lansing and Ann Arbor. All facilities now feature the Biggby Coffee brand in their titles, highlighting the company’s commitment to supporting local sports infrastructure.
Community Impact and Future Prospects
The rebranding initiative is expected to have a positive impact on the local community, not only by enhancing the arena’s facilities but also by offering a gathering place for families, athletes, and fans alike. The construction of a new Biggby Coffee shop outside the arena’s entrance at 10547 Grand River Ave., slated to open later this year, further signifies the brand’s investment in the community’s social and recreational life. This expansion represents a significant step towards strengthening the bond between local businesses and sports organizations, contributing to a vibrant community ecosystem.
The collaboration between Biggby Coffee and BBSG symbolizes a forward-thinking approach to community engagement and sports sponsorship. By renaming the Kensington Valley Ice House to Biggby Coffee Ice Cube- Brighton, both entities are leveraging their strengths to support and promote local sports, fostering an environment where young athletes can thrive. As the new name takes root, the arena is poised to continue its legacy as a cornerstone of community sport, with the added flavor of one of Michigan’s favorite coffee brands.