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Scheels gets naming rights for Urban Plains Center

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FARGO - The Urban Plains Center hockey arena in Fargo has been renamed Scheels Arena.

The Fargo-based sporting goods retailer and Metro Sports Foundation announced the naming rights partnership today.

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The foundation has been working to secure a naming rights sponsor since the 5,000-seat hockey arena opened in 2008, according to a news release.

"Scheels has been a proud partner of the Metro Sports Foundation since the opening of the arena. We are excited to bring the Scheels brand to a venue that has established a winning tradition with the Fargo Force as well as other world class entertainment," Scheels CEO Steve D. Scheel stated in the news release.

Signs are being converted inside and outside the arena, and the changes are expected to be in place for the opening night of the Force's season on Oct. 15.

The news release did not state what Scheels paid for the naming rights.

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