Naming Rights Partner, TD Banknorth, Maintains Historic Moniker And Will Rename Boston Arena ‘TD Garden’
BOSTON, MA – Delaware North Companies, owner and operator of Boston’s TD Banknorth Garden, together with the venue’s naming rights partner, TD Banknorth, announced today, the arena will be officially renamed ‘TD Garden’ in July 2009. The new name of the arena comes at a time when TD Banknorth prepares to re-brand their New England operations to TD Bank, America’s Most Convenient Bank, in fall 2009. The TD Garden name will also reflect the multitude of financial services encompassed under the "TD" brand.
The TD Banknorth Garden, soon to be ‘TD Garden’, is New England’s world-class sports and entertainment arena, home to two of the country’s most storied sports franchises – the Boston Bruins of the National Hockey League and the Boston Celtics of the National Basketball Association. ‘TD Garden’ will be the official name of the 19,600 seat, state-of-the-art facility through 2025. Financial terms of the deal were not disclosed. The graphic identity will not be unveiled and signage not put into place until July 2009 due to the complexities of re-branding the arena during the playoff season. The building will continue to operate under the name ‘TD Banknorth Garden’ until that time.
“Our long term, multi-dimensional partnership with TD Banknorth has continued to be attractive to both parties,” said John Wentzell, President of Delaware North Companies – Boston and TD Banknorth Garden. “Through this tough economic climate we are mindful, and indeed fortunate, that TD is one of the nation’s strongest and most respected financial institutions, and we remain thrilled to have this stable partnership. As we’ve gone through this re-naming process we are pleased that both parties are aligned on the importance of retaining the ‘Garden’ name for our collective New England fan base.”
TD Banknorth is equally enthusiastic about the continued partnership, which includes designation as the ‘official bank of the Boston Bruins’ and through a separate agreement, the ‘official bank of the Boston Celtics.’ “With this partnership, we are continuing to honor Boston sports history while keeping the TD brand top of mind with sports fans and potential customers across the country. TD Banknorth is honored to be associated with the storied Boston arena, the champion athletes, performers and fans,” said Bharat Masrani, President and CEO, TD Bank, America’s Most Convenient Bank. “TD Banknorth has an ongoing tradition of service to the people and communities of New England, and we’re pleased to continue this rich tradition of charity and hospitality while building a world-class fan experience at an outstanding arena for players and fans alike.”
With this flagship marketing partner in place, Delaware North Companies embarked on a revitalization era over the last four years that has improved the fan experience, hospitality offerings and ticketing packages, as well as a return for sponsors and business partners. The TD Banknorth Garden has undergone major renovations and made multi-million dollar re-investments in the fan experience. A strong confidence in the sponsorship brand and the Garden platform has made this partnership an ideal fit for both parties. TD Banknorth shares the vision of Delaware North Companies to create a world-class arena and event experience for New England.