Blues Sell Arena Naming Rights To Online Brokerage Firm
St. Louis-based online brokerage firm Scottrade has signed a long-term partnership
with the Blues that includes naming rights to the Savvis Center, which will now
be called the Scottrade Center. Financial terms were not disclosed. Scottrade
has 279 branch locations in the U.S., including six in St. Louis and more than
150 locations in NHL markets (Scottrade). Scottrade President & CEO Rodger
Riney: “The overlap of our brand with the NHL cities is just pretty attractive
to us as a way to get media coverage.” Blues Owner Dave Checketts called the deal
a “very significant financial investment.” In St. Louis, Christopher Boyce notes
arena naming-rights deals “typically fetch between $800,000 and $2[M] a year for
a term of 10 to 20 years.” Blues investor Ken Munoz said the deal “is very competitive
with respect to that range.” Savvis signed a 20-year naming-rights deal in ’00
for $70M, but paid $5.5M in June ’05 to end the deal. The Savvis Center sign is
expected to come down Friday (ST. LOUIS POST-DISPATCH, 9/8).
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