Disney Parks has signed a multi-year agreement to become a "Champions of the Community" sponsor for the Magic and their new Amway Center. This agreement will have several benefits for both organizations, including working together on philanthropic causes to improve the Central Florida area and better the lives of its children. Walt Disney World will become the "official theme park" of the Orlando Magic and Disney Cruise Line will become the "official cruise line" of the team as well. The stadium's atrium will be called the "Disney Atrium". Co-branded merchandise will be introduced, as well as other marketing strategies marrying the two brands.