Vehicle insurance firm CURE Auto Insurance has agreed a deal to become the new naming rights partner of the Sun National Bank Center in Mercer Country, New Jersey, in the US.

The 10,000-capacity venue will now drop Sun National Bank from its title and take on its new name, the CURE Insurance Arena.

The deal will include exterior and interior signage at the arena, as well as brand recognition in all advertising for the facility. All new signage is expected to be in place before the end of the year.

In addition, to reflect the name change, the venue’s official website has now been re-branded as CureInsuranceArena.com, with all visitors to the previous domain re-directed to the new site.

Fran Rodowicz, general manager of the re-named CURE Insurance Arena, said: “CURE’s positive brand association resonates strongly throughout our community and will be helpful in generating excitement around the arena and our event. We are fortunate to collaborate with CURE and its valuable marketing prowess to help us cross-promote the arena.”

Eric Poe, chief operating officer at CURE Auto Insurance, added: “CURE Auto Insurance is thrilled to form this partnership with Mercer County and become the naming rights sponsor of its arena.

“Becoming the title sponsor was an easy decision to make, given the pride we have in the community of Mercer County.”

Sun National Bank served as naming rights partner for the multi-use venue from 2009 to 2017, prior to which the facility was known as the Sovereign Bank Arena between 1999 and 2009.

The CURE Insurance Arena is used to host various events such as shows, sports events and concerts. In February next year, platinum-selling country star Justin Moor will play a concert at the venue.

Image: David Keddie