St. Louis-based rental car company Enterprise "signed a 15-year agreement for the naming rights" to the Blues arena formerly known as Scottrade Center, with an "additional five-year option," according to a front-page piece by Brian Feldt of the ST. LOUIS POST-DISPATCH. Financial terms of the deal were "not disclosed." Enterprise has "been a marketing partner with the NHL, advertising mostly the Enterprise Rent-A-Car brand," since '09. Enterprise Senior VP and Chief Marketing & Communications Officer Pat Farrell said that the company and the NHL are "now in negotiations to renew their league-wide contract with a deal expected to be in place by the start of the upcoming season." Scottrade’s deal for the local marquee sponsorship "was to run" through '21. But in September, TD Ameritrade closed on its $4B acquisition of Scottrade Financial Services, and the company’s execs said that they had "no intention of retaining the rights." Blues President & CEO of Business Operations Chris Zimmerman said that the team and TD Ameritrade "mutually agreed to dissolve that contract." However, Zimmerman said that TD Ameritrade will "remain a Blues sponsor in an undisclosed capacity." Scottrade "had held the naming rights" since '06, when it "took over from Savvis Communications." The arena "recently underwent renovations" that totaled more than $30M. Enterprise’s National Car Rental brand was "slated to be the sponsor of the proposed St. Louis riverfront football stadium" in '15 as National Car Rental Field. Farrell said that the company "decided to use its Enterprise Rent-A-Car brand for the Blues arena deal because of the demographics associated with hockey" (ST. LOUIS POST-DISPATCH, 5/22).
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