TD Garden, Home To Boston Celtics, Bruins, Signs 20-Year Naming Rights Extension
Thursday, January 12, 2023 at 07:09PM By Barry Janoff
January 12, 2023: Delaware North, owner and operator of TD Garden — home for the NBA’s Boston Celtics and NHL Bruins — together with the venue's naming rights partner, TD Bank, today unveiled a 20-year naming rights extension that maintains the arena name as TD Garden through 2045.
TD Bank has been the exclusive naming rights partner of the arena since July 1, 2005. The agreement was set to expire in 2025,
Financial terms were not shared but were put in excess of the current deal’s annual $6 million figure by industry analysts.
Also unveiled was an agreement to keep TD Bank's logo on the helmets of the Bruins team through the 2044-45 NHL season.
“We are proud to continue our partnership with TD Bank as they share our pride in providing a best-in-class experience for our fans, teams and long-term commitment to our community,” Charlie Jacobs, Delaware North CEO, said via the company.
“TD Garden is the heart of our strong Boston tradition in sports and entertainment. The Bruins are about to celebrate 100 years, making this an exciting time for our arena and city. We’re proud to continue into this next chapter together with TD Bank.”
Delaware North several years ago completed a $100 million renovation and expansion of TD Garden, adding 50,000 square feet of additional space on all levels
As part of the extension, TD Bank said it would commit more than $15 million in community programming to “make the arts more accessible and inclusive.”
Through "Access the Arts," two new programs are launching: the "TD Guest List" and the "TD Garden House Artist."
TD Guest List provides complimentary tickets to TD Garden experiences each year to a nominated individual or group from an underserved or underrepresented community. The TD Garden House Artist program commissions local artists from underrepresented communities to create transformative art in and around TD Garden.
The agreement also features the continuation of the Small Business Takeover initiative.
Under the program, TD Bank grants its advertising opportunities at TD Garden at least twice per season to a local small business for the duration of a game.
The Bruins and TD Bank said they would also host the Community Clubhouse opportunity at Bruins home games, where TD Bank will provide youth groups and local New England, community-based organizations with blocks of tickets to every home game.
As the official bank of the Boston Bruins, TD Bank will be featured on the helmets of Boston Bruins players through the 2044/45 season. in addition, TD Bank will sponsor a variety of initiatives with the Bruins throughout the hockey season, including youth hockey events, Hockey is for Everyone Night and TD Bank Mini 1-on-1.
"The Boston Bruins are proud to continue our longstanding relationship with TD Bank through 2045," Cam Neely, Bruins president, said via the team.
"Over the last 16 years, I've seen firsthand TD Bank's tireless commitment to our community through their support of youth hockey programs, local small businesses and Hockey is for Everyone initiatives, as well as an unwavering loyalty to our fans at TD Garden and beyond. We are excited to work alongside TD Bank for many years to come."
The arena opened in 1995 as the Shawmut Center, but was renamed the FleetCenter that same year following a merger of the financial firms, which it remained until TD Bank’s agreement began in 2005 — except for a period between Feb. 10-March 13, 2005.
According to AP Sports, during those weeks, while the deal with TD Bank was still being finalized, FleetCenter conducted auctions on eBay to sell one-day naming rights to the venue. FleetCenter also made private arrangements with a few companies for one-day naming rights, and offered one-day rights in an employee raffle.
From Feb. 10-March 13, FleetCenter sold the naming rights 30 different times, including the KurtCenter, the JoeyColinAbbyCenter and the Nocturnal Nannies Arena.
Net proceeds of $150,633.22 generated during the auction were donated to charities in the greater Boston area.
Winning bidders were not able to actually change the arena's physical signage, but were able to see their chosen names on the FleetCenter's Web site, its JumboTron video screen, and a message for callers to the automated phone system, which said, “Thank you for calling the (Name of winning bidder) Center.' "
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