CURE Auto Insurance has acquired the naming rights to the Sun National Bank Center, Spectra by Comcast Spectacor announced Friday.
The 10,000-seat, Mercer County-based arena will immediately be renamed the CURE Insurance Arena.
Financial terms of the multiyear deal were not disclosed.
The deal includes exterior and interior branding and signage, and brand recognition in all advertising for the facility. The arena's website domain also changed.
The signage is expected to be in place by the end of this year.
“CURE Auto Insurance is thrilled to form this partnership with Mercer County and become the naming rights sponsor of its arena,” Eric Poe, chief operating officer, CURE Auto Insurance, said. “Becoming the title sponsor was an asy decision to make, given the pride we have in the community of Mercer County.”
“CURE’s positive brand association resonates strongly throughout our community and will be helpful in generating excitement around the arena and our events,” Spectra's Fran Rodowicz, general manager, CURE Insurance Arena, said. “We are fortunate to collaborate with CURE and theirvaluable marketing prowess to help us cross-promote the arena.”
The new name will coincide with new entertainment coming to the facility, including country music star Justin Moore on Feb. 23, 2018.
Spectra’s partnerships division identified and negotiated the naming rights contract with CURE Auto Insurance. In Trenton, Spectra also provides venue management and food services and hospitality to the arena.