SBJ/Aug. 26-Sept. 1, 2013/Marketing and Sponsorship

Citi buying title sponsorship to 2014 Frozen Fenway event

Fenway Sports Management has signed a one-year agreement with Citigroup to serve as the title sponsor for Frozen Fenway 2014.

Citi will replace Sun Life Financial, which held the naming rights for the last Frozen Fenway, held in January 2012. The 2014 event will feature a Jan. 4 college hockey doubleheader involving Merrimack College, Providence College, Notre Dame and Boston College. A second doubleheader Jan. 11 will showcase UMass Lowell, Northeastern, Boston University and the University of Maine. Public and private skates will be held during a 17-day period beginning Dec. 29.

The multiday hockey event returns after taking 2013 off.
Photo by: FENWAY SPORTS MANAGEMENT
The 2012 event attracted more than 90,000, and generated $28.8 million in Boston-area visitor spending, according to Boston’s convention and visitors bureau.

Financial terms for the Citi-Frozen Fenway deal were not disclosed, but industry sources pegged the deal in the low six figures.

“We’re very enthused to be able to have this relationship with Citi, and the support of Hockey East and our other partners to bring this event back again,” said Sam Kennedy, Fenway Sports Management president and Boston Red Sox executive vice president and chief operating officer.

The Citi naming-rights deal was led by Frank Huckabone, FSM executive vice president of sales. Huckabone had been involved in a deal for Citi to sponsor sister company Roush Fenway Racing.

Other Frozen Fenway sponsors for 2014 include Budweiser, Gulf Oil, Cross Insurance, AAA, Ford, Lumber Liquidators and Pfizer.

No activation details were disclosed for Citi, which handled the negotiations itself.

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