Maine Hockey Journal

Cross Insurance agrees to naming rights deal with Civic Center

PORTLAND – The Cumberland County Civic Center is no more – at least in name.

Cross Insurance announced on Wednesday that have reached an agreement with the Civic Center’s Board of Trustees to secure the long-term naming rights to the 7,000-seat multi-purpose sports and entertainment venue located in Portland.

The Bangor-based insurance company has agreed to pay $2.5 million over the next 10 years for the naming rights to the newly renovated facility, which is home to the American Hockey League Portland Pirates. The facility will be renamed the Cross Insurance Arena.

“Cross Insurance is thrilled and proud to have the opportunity to partner with the Cumberland County Civic Center and support the revitalized arena, by securing the naming rights to the facility,” said Brent Cross, Executive Vice President of Cross Insurance in prepared statement. “The Cross Insurance Arena will not just be a cultural haven for the city of Portland, but for all of Maine as well. We are extremely excited about our brand’s continued expansion throughout our home state.”

Cross Insurance also has naming rights to another facility in Maine after reaching a 15-year agreement worth $3 million with the City of Bangor for the naming rights to it’s new downtown arena, Cross Insurance Center, in 2012.

The Civic Center recently finished a nearly $35 million dollar renovation that included an expanded concourse and lobby space, additional restrooms, luxury suites, club seating and a much-needed upgrade to the loading docks for concerts and other shows.

Voters in Cumberland County approved a $33 million bond to renovate the 37-year old facility in 2011. One of the ways the trustees intended to pay back the bond was through naming rights and other corporate sponsorship packages. They hired Front Row Marketing Services prior to the start of construction to seek prospective corporate interesting in such naming rights and corporate sponsorship packages for the civic center.

Earlier this year, the trustees sold sub-naming rights to the entrances of the civic center to Clark Insurance and Bath Savings Bank. They also sold sub-naming rights to the box office to Trusted Choice Insurance.

Front Row was also involved in facilitating the agreement between the City of Bangor and Cross Insurance for naming rights to the Cross Insurance Center.

“On behalf of the Civic Center, it is my privilege to welcome Cross Insurance as our naming rights partner,” said Neal Pratt, Chairman of the Civic Center’s Board of Trustees. “Teaming up with such a terrific Maine-based company is a perfect follow up to having just opened the newly-renovated facility. The public response to the venue’s many improvements has been very positive, and we look forward to many years of collaboration and success together at the new Cross Insurance Arena.”

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