The company was founded in 2019 and serves Massachusetts, Connecticut, New Hampshire, and Vermont.
Get Instant Access to This Article
Subscribe to Worcester Business Journal and get immediate access to all of our subscriber-only content and much more.
Worcester’s DCU Center has partnered with the Worcester Railers to bring a new sponsor to the arena’s pavilion.
Novalarm, a Leominster-based fire safety and security solutions firm, is now the sponsor of the pavilion, located at the main entrance of the venue at the intersections of Major Taylor Boulevard and Foster Street.
Novalarm was founded in 2019 and serves Massachusetts, Connecticut, New Hampshire, and Vermont.
“The DCU Center is a cornerstone of Worcester, and we’re honored to be part of its story in such a meaningful way," Daniel St. Laurent, Novalarm senior vice president, said in a Wednesday press release from the Railers announcing the rebranding. "As a company built in this region, Novalarm has always believed that our growth should strengthen the community around us. Worcester isn’t just where we do business — it’s our home, our backyard, and the place that has shaped who we are.”
The sponsorship agreement is for a term of five years, with options to extend after the initial period. Financial details were not disclosed.
"Partnership at this level requires trust, and I want to thank Novalarm's leadership for their trust in our venue," DCU Center General Manager Amy Peterson said in the press release.
Peterson took over the role of general manager in January, replacing longtime leader Sandy Dunn, who retired after 30 years at the venue.
Fallon Health had sponsored the pavilion from 2019 until 2025, according to Melissa Randall, spokesperson for Fallon Health.
“The Pavilion is an important community asset, and we’re pleased to see another sponsor step in to continue supporting its role in Worcester,” she wrote in an email to WBJ.
Playing in the ECHL, the Worcester Railers sit in 10th place in the Eastern Conference as of Wednesday. They have five home games remaining in their 2025-2026 schedule, with their next home matchup being an April 2 game against the Reading Royals.
Eric Casey is the managing editor at Worcester Business Journal, who primarily covers the real estate and banking & finance industries.
