Transportation solutions company Enterprise has replaced financial services firm Scottrade as the naming-rights sponsor of the home of NHL ice hockey team the St. Louis Blues.

Enterprise has signed a 15-year deal with the Blues, which will come into effect on July 1. The Scottrade Center will now become the Enterprise Center as part of the deal.

Enterprise will benefit from interior and exterior signage as the naming-rights partner of the arena, which seats 19,000 people. The deal has been signed with the arena undergoing renovation work, with plans being made to improve its dining and beverage options.

The Blues’ ownership group includes Jo Ann Taylor Kindle, president of the Enterprise Holdings Foundation, and Andy Taylor, the company’s executive chairman.

Taylor Kindle said: “This new partnership is a natural fit – the Blues and Enterprise are St. Louis originals. Last year we both celebrated milestone anniversaries in our hometown – 50 years for the Blues and 60 years for Enterprise. St. Louis means a lot to our company – it’s where my family founded our business and where many of our employees and customers live and work. We’re excited to take our partnership with the Blues to this new level, and we look forward to the many memories to be made at Enterprise Center.”

Enterprise’s senior vice-president and chief marketing and communications officer, Pat Farrell, added to the St. Louis Post-Dispatch newspaper: “These types of naming rights deals are all about exposure of your product to a loyal fan base. For us, we negotiated the deal based on the levels of media exposure this type of sponsorship would get. This isn’t just a local buy. This will be a name that will be seen in the other… cities with NHL teams.”

Enterprise has also been a partner of the NHL for nearly a decade.

Image: EnterpriseCenter.com