Sponsorship & Marketing

TD Garden naming rights extended until 2045

TD Bank has renewed naming rights to the TD Garden arena, home of the NBA’s Boston Celtics and the NHL’s Boston Bruins, until 2045.

TD Bank agreed the new deal with Delaware North, the owner and operator of the arena. The company has sponsored the arena since July 1, 2005 and its previous deal had been due to expire in 2025.

Financial terms of the new deal were not disclosed, but the Boston Globe newspaper noted that the agreement is likely to exceed the $6m (£4.9m/€5.6m) a year that the previous deal was worth.

Leo Salom, president and chief executive of TD Bank, said: “We are proud to deepen our commitment to Boston and Greater New England by extending our naming rights to one of the world’s most recognised and beloved arenas – the ‘TD Garden’.

“We also want to thank Delaware North and the Boston Bruins for continuing a relationship that began in 2005 and continues through 2045. Serving our customers and building stronger communities brings us together as does the TD Garden, and we couldn’t be more excited about what the future holds for us all.”

Charlie Jacobs, chief executive of Delaware North, added: “We are proud to continue our partnership with TD Bank as they share our pride in providing a best-in-class experience for our fans, teams and long-term commitment to our community.

“TD Garden is the heart of our strong Boston tradition in sports and entertainment. The Bruins are about to celebrate 100 years, making this an exciting time for our arena and city. We’re proud to continue into this next chapter together with TD Bank.”

With the extension, TD Bank is committing more than $15m in community programming to make the arts more accessible and inclusive. In line with this, two new programmes have launched today: TD Guest List, which will provide complimentary tickets to arena experiences to people from underserved or underrepresented communities; and TD Garden House Artist, which will commission local artists from underrepresented communities to create transformative art in and around the facility.

Additionally, TD Bank customers can receive a 15% discount at the ProShop powered by ’47, free admission to TD Garden’s sports museum, fast lanes at select concessions lines, and $20 gift cards if they add their card as a form of payment in the arena app. TD Bank will also open a newly-branded activation zone on Level 7 of the arena in the spring.

TD Bank is the official bank of the Bruins and benefits from brand exposure on the team’s helmets. The company also sponsors a variety of initiatives with the Bruins throughout the season.

TD Garden opened in 1995 and recently underwent extensive renovation work totalling $100m. The project added 50,000 square feet of additional space on all levels of the arena.