The Grizzlies will have a new identity and arena next year, and now a new ad agency is on board as the organization grows.

The local Memphis firm, Chandler Ehrlich, will work for the Grizzlies as it transforms itself from just a basketball team to a more wide-ranging entertainment company that will operate the FedExForum.

"Although it is not nano-technology, it does have its unique aspects," Grizzlies? president of business operations Andy Dolich said. "And once you get past the glitz and glamor of what people think the sports business is, it ultimately comes down to selling tickets and selling our product."

The firm will work under a one-year contract and the account is valued in excess of $1 million.