DCU Signs $1.8 Million Naming Rights Extension Deal
The Massachusetts CU will retain the naming rights to the DCU Center, which it first won in 2004, until at least 2027.
Digital Credit Union (DCU) extended its naming rights to the DCU Center in Worcester, Mass., for an additional three years, until June 30, 2027, the $12.2 billion, Marlborough, Mass.-based credit union announced Tuesday.
According to DCU, the agreement it reached with the City of Worcester and entertainment production company ASM Global includes both a base naming rights fee of $1.8 million for the three-year term to be paid at the beginning of the agreement, plus incentive bonuses on an annual basis, which are tied to performance metrics.
In 2027, DCU will also have the option of extending the agreement for an additional seven years, it said. The partnership first began in 2004, when the credit union signed a 10-year agreement allowing it to obtain naming rights to the venue; DCU Center was officially unveiled on March 1, 2005. DCU extended that initial agreement in 2014 for an additional 10 years.
“For two decades, DCU has been proud to partner with the City of Worcester to support and promote the DCU Center as a cornerstone of entertainment, business and community celebrations,” DCU SVP of Experience Sue Burton Kirdahy said. “This venue partnership continues to provide opportunities to demonstrate appreciation to both our members and employees.”
According to DCU, the new contract will include enhanced marketing opportunities including exclusive onsite benefits for DCU members, such as a dedicated arena entrance, an “On the Night” upgrade offering with four VIP tickets and two $25 concession vouchers for every publicly ticketed arena performance, and an invitation to an annual Member Appreciation Week filled with various events and activities.
What’s more, several physical elements will be added to the DCU Center to further enhance the credit union’s brand presence: A DCU-branded photo area for high school and college graduations, a mural showcasing DCU’s charitable foundation DCU for Kids, and the rebranding and retrofitting of the convention center’s Showcase Overlook area.
“This contract extension is continued proof of DCU’s commitment to the City of Worcester and its residents,” City Manager Eric D. Batista said. “The arena and convention center are a critical piece of Worcester’s downtown and its identity. The DCU Center is home to many great events in Worcester including concerts, hockey games, graduations and many more, all of which bring our community together. We look forward to the DCU Center’s continued success as a hub for business, economic development and culture in Worcester.”
Sandy Dunn, general manager of the ASM Global-managed DCU Center, added, “Since the start of our partnership, DCU Center has continued to grow a diverse offering of events, assisted the city with strategic capital investments, and evolved to create a dynamic and engaging environment for both arena and convention center attendees. DCU’s commitment to their members aligns with our focus in ensuring the comfort of our guests is our top priority. We look forward to continuing to build on our shared successes.”