The St. Louis Blues agreed with St. Louis-based company Enterprise on the naming rights for the Blues’ arena.
Scottrade Center is no more, as the Blues will play in Enterprise Center for the next 15 seasons.
“The Blues and Enterprise were born in St. Louis and have enjoyed more than a half century of success in this community,” Blues Chairman Tom Stillman said. “We are excited that the home of the Blues, and the site of so many high-profile sports and entertainment events, will soon be Enterprise Center.”
The agreement goes into effect on July 1. The 15-year naming-rights agreement with Enterprise includes a five-year option once the 15 years are up.
It’s been clear the Blues have been looking for a new buyer for the arena’s naming rights since the fall of 2017. The financial details of the deal have not been publicized, but companies around the NHL pay teams around $3 million to $10 million annually for naming rights.
The location of St. Louis wasn’t the only reason Enterprise wanted the naming rights.
“NHL fans are three times more likely to rent from Enterprise three or more times a year compared to our general customer,” Enterprise Senior Vice President and Chief Marketing & Communications Officer said. “The NHL [has been] a proven high-value marketing partner that helps us drive increased levels of brand awareness and consideration.”
The agreement comes at a perfect time for Enterprise, as the arena undergoes renovations this summer.
The Blues are replacing all the seats in the mezzanine level, as well as some club spaces in the lower bowl; they hope to replace every seat in the arena in the coming years.
There will also be an exclusive new club area with a pub and much more for glass-seat season-ticket holders and club seat members.
There are going to be other new clubs for fans without those benefits including a 14th St. beer garden open to all those attending the game.
Enterprise hopes these new renovations will help attract more venues to St. Louis, including the NCAA Basketball Tournament and NHL All-Star Game.
“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,” President of Enterprise Holdings Foundation Jo Ann Taylor Kindle said. “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.”