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The Palace Of Auburn Hills Will Likely Sell Naming Rights

AUBURN HILLS (CBS Detroit) -- The Palace of Auburn Hills -- home of the Detroit Pistons -- opened in 1988 and is one of only two NBA arenas that have not sold their naming rights, joining Madison Square Garden.

That could soon change, however, as alluded to by Palace officials on Friday.

"We're actually in the marketplace for naming rights to The Palace," Pistons senior vice president for partnership development Tim Schuler told reporters. "We went through in the market probably six or eight months ago, on the naming rights of The Palace."

Schuler announced Friday a partnership with Fiat-Chrysler Automobiles to rename the West Atrium to the Dodge Atrium. The team's front office said that is could also sell naming rights to the arena's East Terrace.

"We're constantly working with other brands in the marketplace. Not specifically vehicles, but all brands," Schuler said. "It's quality of sponsors, not quantity."

Tom Gores bought the Pistons from Karen Davidson, widow of the late Bill Davidson, in 2011 for $325 million and has put more than $40 million in renovations into the building.

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