NOBLESVILLE - One of the most high-profile concert venues in the state has a new name. The 24,000-seat Noblesville amphitheater, owned by Live Nation Entertainment Inc. (NYSE: LYV) and formerly known as Klipsch Music Center, is now known as Ruoff Home Mortgage Music Center. The Fort Wayne-based lender is experiencing rapid growth and currently runs more than 30 branches in Indiana, Ohio, Michigan and Florida.

Live Nation did not release financial terms of the sponsorship, only saying that it is a "long-term deal."

At a Wednesday news conference, Ruoff Chief Executive Officer Mark Music said, "At the beginning of 2007, we started transitioning into becoming a national lender. However, we are deeply committed to our home market here in the state of Indiana and this new relationship, in our belief, puts us deeper in the fabric of the communities here in Indiana." 

Marc Abend, senior vice president of venue sales for Live Nation, tells Inside INdiana Business the venue will look to build upon its nearly 30 years of success. "We've talked to (Ruoff) about how we can incorporate ways where they're showcasing their involvement and that's something that we're going to continue to look at. They want a presence in the marketplace in terms of how they promote music and we're going to work with them on that."

Ruoff has been included the last five years on the Inc. 5000 list for fastest-growing private companies in the U.S. and was also the primary sponsor of Takuma Sato's winning car in the most recent Indianapolis 500.

The music center covers 228 acres in Hamilton County and opened in 1989 as Deer Creek Music Center. Prior to Klipsch's naming rights on the venue, it was called Verizon Wireless Music Center.