It marked a new era in corporate partnership sales and venue naming rights for the company when the Louisville Arena Authority retained LEARFIELD to pursue sponsorship sales for the new KFC Yum! Center multi-purpose Arena. The appointment marked an unprecedented move in the sports industry, where the owner and operator of a significant sports venue retains an outside company to handle the management and sales of all Arena inventory on a permanent basis. Louisville Arena Sports & Entertainment Properties is the locally based LEARFIELD team that has represented the KFC Yum! Center and overseen its corporate partnerships since before the venue opened.