The iconic Staples Center in Los Angeles is being renamed Crypto.com Arena in the largest naming rights deal ever, estimated at $700 million.
The name change is already sparking debate as the Staples Center has often been referred to as "the House that Kobe built" since it opened in 1999.
Late basketball star Kobe Bryant played his entire 20-year NBA career with the Lakers from 1996 to 2016, bringing the franchise five NBA championships.
Bryant's widow Vanessa reacted to the name change via Instagram, stating that it will be "forever known as the house that Kobe built".
Last year, the L.A. City Council considered renaming a stretch of Figueroa Street which runs alongside Staples Center to Kobe Bryant Boulevard, however plans have been shelved.
The name change and logo debut is scheduled for Christmas Day, December 25.