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TD Garden, home of the National Basketball Association’s (NBA) Boston Celtics and the National Hockey League’s (NHL) Boston Bruins, has extended its naming rights deal with TD Bank.
Contract:
- TD Bank’s new 20-year extension with the arena’s owner and operator Delaware North means the venue will be called TD Garden until 2045
- Previous deal was worth US$6 million per year, but industry reports suggest the new deal may be worth as much as US$10 million annually
- TD Bank renews status as official bank of Bruins, also retains helmet sponsorship
- Bruins’ community and youth initiatives to be sponsored by TD Bank
- TD Bank is committing more than $15 million in community programming to make the arts more accessible and inclusive
Context:
The naming rights extension comes after TD Garden was recently renovated, with US$100 million spent on overhauling the venue’s audio system and jumbotron, as well as adding 50,000 feet of space on all levels.
Comment:
“TD Garden is the heart of our strong Boston tradition in sports and entertainment,” said Charlie Jacobs, Delaware North chief executive.
Coming next:
Boston residents may have a new sports team to root for, as the National Women’s Soccer League (NWSL) has reportedly shortlisted the city as a potential new expansion franchise location.
