Disney Makes Amway A Magic Kingdom

In a deal announced on Friday, Walt Disney World will be the “official theme park of the Orlando Magic” and Disney Cruise Line will be the “official cruise line of the Orlando Magic.” Disney Parks will also be the presenting sponsor of the Amway Center atrium, which will be named the “Disney Atrium.”

Check out what happened when the Magic's big man met up with Mickey.

Disney will also team up with the Orlando Magic on community initiatives that benefit Central Florida. Details of the community initiatives were not detailed in the announcement.

Look for plenty of co-branded merchandise as well, as both parties look to take the agreement past a traditional sponsorship and leverage the considerable brand equity of both parties.