Superlative secures $13.4m for City of Irvine

The City of Irvine’s agent, The Superlative Group, has secured a multi-million dollar naming rights deal with UCI Health for the 1,300-acre Great Park that sits squarely amid the ongoing residential development on a former U.S. Marine Corps base.

The deal will see the UCI Health name on Great Park signs and logos, according to the Orange County Register. The name is short for the University of California-Irvine Medical Center.

Irvine’s Great Park is a work in progress that is already home to a slew of recreational facilities, including numerous soccer and baseball fields and an arts complex.

It was carved out of the former El Toro air base, which as a whole is being redeveloped. In 2019, the City of Hope hospital system announced plans for a $1 billion hospital and research facility at a 73-acre commercial component of the former airbase.

There will be other branding opportunities under the deal, which positions UCI Health to host seminars and assist with city-run events such as blood drives, health screenings, and sports tournaments.