July 16, 2009: What was Shawmut Center (1995), then FleetCenter (1995-2005), then New Boston Garden and various other monikers (2005), then TD Banknorth Garden (2005-2009) is now TD Garden, the new official name of the venue that is home to the Boston Celtics and Bruins. Delaware North Companies, owner and operator of the sports and entertainment arena, along with the venue's naming rights partner, TD Banknorth, officially changed the TD Banknorth Garden to TD Garden July 16, which is, on paper at least, scheduled to remain intact through 2025. This venue replaced legendary Boston Gardens which operated from 1928-1995 and was demolished in 1997.
The complete naming conversion of the building is now underway. Exterior signage on the building will be put in place over the next few weeks. The new name of the arena aligns with TD Banknorth rebranding its New England operations to TD Bank this fall.
A one-day Willy Wonka-type promotion to support the venue's name change began July 16 at Noon (ET). In the "TD Garden Golden Ticket Giveaway," five TD Garden "golden tickets" were hidden inside the wrappers of free, limited-edition TD Garden chocolate bars, 19,600 of which were being given away at the arena and select TD Banknorth stores. One of the TD Garden golden ticket winners will win the grand prize of season tickets to every TD Garden event for the 2009-10 season, including regular season Bruins and Celtics games as well as concerts and family shows. Hundreds of other prizes will be awarded in the TD Garden chocolate bars, including tickets and suites to sporting events, concerts and family shows as well as Garden Gold cards, TD Banknorth Visa gift cards and discounts to the Bruins ProShop. Contest winners will be announced on July 17. Full details and rules are here.
In 2005, then naming rights holder Fleet held a auction on eBay offering 30 one-day naming rights, eventually donating more than $150,000 to Boston charities. One winning name was rejected for obvious reasons: Derek Jeter Center (the New York-based winning bidder later agreed to New Boston Garden, Home of The Jimmy Fund Champions).
"[This] marks an exciting new era for our prestigious arena as we officially become the TD Garden," John Wentzell, president of Delaware North Companies-Boston and TD Garden, said in a statement. "We are happy to continue our great partnership with TD Bank in this evolution of our name. The TD Garden is one of the most dynamic entertainment venues in the country, and we are looking forward to continuing to be one of the foremost destinations for the biggest and best events in sports and entertainment." Back to Home Page