For $1.8M, DCU retains naming rights to Worcester arena through 2027

Photo | TMS Aerial Solutions The DCU Center in Worcester

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Worcester’s publicly owned arena and convention center will continue to bear the name of a Central Massachusetts company, as Marlborough-based Digital Credit Union has extended its naming rights deal through the end of June 2027.

Venue management company ASM Global, the City of Worcester, and DCU have reached an extension agreement tol see the credit union pay $1.8 million in base naming rights fees over the three-year term of the deal, plus incentive bonuses tied to performance metrics, according to a City press release issued Tuesday.

DCU has had the naming rights of the venue since March 2005. Prior to that, the venue had gone by a variety of names, including the Centrum in Worcester, Worcester’s Centrum Centre, or simply the Worcester Centrum.

"For two decades, DCU has been proud to partner with the City of Worcester to support and promote the DCU Center as a cornerstone of entertainment, business, and community celebrations,” Sue Burton Kirdahy, senior vice president of experience at DCU, said in the press release. “Stay tuned for our exciting plans to delight DCU members who visit the DCU Center with special benefits, including a new DCU member VIP entrance.”

In addition to the new VIP entrance, other special benefits for DCU cardholders will include ticket upgrade opportunities and an annual member appreciation week.

In November, Legends Hospitality, a New York-based company and a joint venture of the ownership of the New York Yankees and the Dallas Cowboys, announced it would be acquiring ASM Global, the California-based venue and event management company that manages the DCU Center. That deal has yet to be finalized.