The Indiana Pacers NBA basketball team has today (Monday) announced Indianapolis-based digital financial services company Gainbridge as the new naming-rights sponsor of its home arena.

As a result, Bankers Life Fieldhouse, which also serves as the home of the WNBA’s Indiana Fever, will be renamed as Gainbridge Fieldhouse with immediate effect. Gainbridge has signed a multi-year deal with Pacers Sports & Entertainment.

Health insurance firm Bankers Life acquired naming rights to the Fieldhouse in 2011. The deal expired in 2019 but the arena retained its moniker, with PS&E having stated at the time that there was no deadline to replace Bankers Life.

According to reports, Bankers Life’s deal with the Pacers was among the lowest arena naming-rights agreements in the NBA. Financial terms of the team’s deal with Gainbridge were not disclosed.

It is hoped the agreement will provide Gainbridge with the platform to continue expanding its brand. Gainbridge became the presenting sponsor of the showpiece Indianapolis 500 motorsport event in 2019 and has made a number of business and philanthropic investments in Indiana and around the US.

Rick Fuson, president and chief operating officer of PS&E, said: “Just as the Fieldhouse is so much more than simply a basketball arena, the chance to partner with a bold, forward-thinking company like Gainbridge means so much more than just putting a name on a building.

“Our organisations share a vision for engaging new generations of consumers, strengthening our city and state economies, and investing in our community with intentionality. We could not have asked for a better aligned partner, and we look forward to growing together for years to come.”

Dan Towriss, president and chief executive of Gainbridge, added: “We couldn’t be more excited to join the Pacers and Fever at the new Gainbridge Fieldhouse. It really is the ‘Fieldhouse of the Future’, where we’ll be hosting a wide range of exciting sports and entertainment events with new and improved space, infrastructure and technology.

“This unveiling is such a critical moment for us as we join in experiencing this amazing venue with a bold new Gainbridge Fieldhouse brand. This partnership goes farther than just this new venue because together, we can make an even bigger impact with our aligned commitment to improving communities through sports and education.”

In January, the Pacers completed the first phase of renovation work at the arena. The team is in the midst of a three-year renovation project for the venue, with the first phase having been completed with a focus exclusively on the interior.

Image: Seth Reese on Unsplash