Amway in the 1990s: The Magic begins

A digital display at the Amway Center reads: There's Magic in the House, referring to the professional basketball team the Orlando Magic, owned by the family of Amway Cofounder Rich DeVos.

Editor’s note: 2019 marks Amway’s 60th anniversary. We’re celebrating with a series of blogs highlighting the company’s history, milestones, products and legacy. Join the conversation by leaving a hashtag comment on each blog. Published comments will be entered into a drawing for free products in our Amway through the Decades Giveaway*!

Continued partnership

Amway was founded on the strength of a partnership and over the years partnerships continued to fuel the company’s growth, including with big name brands for household goods and telephone service.

Those are in the past, but the 1990s saw the beginning of a partnership that remains today. In 1991, the family of Amway Co-founder Rich DeVos purchased the Orlando Magic®, a professional basketball team in the National Basketball Association (NBA®), opening the door for a relationship between Amway and the Magic organization.

A sign at the Amway Center showing the Orlando Magic Fan Experience by Nutrilite.

Amway in Orlando

Amway took over naming rights to the Amway Arena in 2007, where the Orlando Magic played at the time. They continued that role with the new, state-of-the-art Amway Center that opened in 2010 featuring the Nutrilite Magic Fan Experience.

“In partnership with the Magic, we created a pretty robust VIP tour program that made the center available to groups of Amway Independent Business Owners that were either in Orlando for Amway business or just there on personal time,” said David Madiol, manager of community relations for Amway. “Over the years, we’ve had groups come in from around the country to take advantage of that.”

On more than one occasion, Amway North America has held large events at the center for Amway Independent Business Owners (IBOs), David said.

“That’s really great, because they have this beautifully Amway-themed building that holds 18,000 to 20,000 people that we’ve filled up,” he said.

Two Amway Independent Business Owners pose in front of Orlando Magic imagery at an IBO event held at the Amway Center.

Inspired coaching

Amway also has a relationship with the Orlando Magic staff, leveraging their knowledge of teamwork, leadership and coaching through speeches and presentations to Amway IBOs, he said.

The idea is similar to Amway’s relationship with the American Football Coaches Association and USA Today for the Amway Coaches’ Poll.

“Between setting goals, leadership and teamwork, there is just so much similarity between a sport like the NBA and the Amway opportunity,” David said. “We’ve had really good success with that.”

Future partnerships

Amway Co-chairman Steve Van Andel, son of Amway Co-founder Jay Van Andel, expects partnerships to continue to be a large part of Amway’s future, no matter what form they take.

“We will always have a partner as time goes on for a variety of different reasons,” he said. “Even with the Amway Center—it’s not something that Amway is all about, but it’s something that enhances Amway. Those partnerships will probably change, but we’ll continue to do them.”

What’s your hashtag?

What hashtag would you use to describe Amway’s partnership with the Orlando Magic? What hashtag describes the company’s effort to leverage the coaching expertise from the professional basketball team?

Post your hashtag comment below and be entered to win a trio of Amway products: Glister™ Multi-action Fluoride Toothpaste, Glister™ Refresher Spray and a Glister™ Advanced Toothbrush. And come back to Amway Connections for more blogs marking Amway’s 60th anniversary and opportunities to win our Amway through the Decades Giveaway*!


*The Amway through the Decades Giveaway is sponsored by Amway Corp. and runs from April 18 – July 1, 2019. No purchase necessary. See official rules here.

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