Blues key corporate partnership deals

Article posted by Coliseum, October 11^th, 2023

Image: Enterprise Center, Stephen Yeargin, CC BY-SA 2.0

The National Hockey League (NHL) team St. Louis Blues welcomed another local company to its corporate partnership lineup recently with the addition of Post Holdings on a multiyear deal for naming- rights to the garage entrance to their home ground – the Enterprise Center in St. Louis, Missouri (US).

‘St. Louis Blues’ stated that featuring the name of the historic consumer packaged goods company headquartered in St. Louis, the Post Entrance will be the primary way of access to the venue for all guests who park in the Kiel Center Garage.

The St. Louis Blues are a professional ice hockey team based in St. Louis, Missouri (US). The Blues compete in the National Hockey League (NHL) as a member of the Central Division in the Western Conference. They play their home games at the 18,096 seat Enterprise Center in downtown St. Louis.

Apply for membership

The St. Louis Blues have been a part of the NHL since 1967. During more than 50 years of its operation, the organization has established itself as one of the premier professional sports franchises in the United States. With a Stanley Cup, 10 division titles, a Presidents’ Trophy, and more than 20 former team members enshrined in the Hockey Hall of Fame, the Blues have etched one of the most storied histories in the NHL. Through their history, the Blues have hosted more than 35 million fans and invested millions in the St. Louis community via Blues for Kids, the team’s charitable foundation.

The Enterprise Center is an 18,096-seat arena located in downtown St. Louis, Missouri, United States. Its primary tenant is the St. Louis Blues of the National Hockey League (NHL).

The Post Holdings, Inc. is an American consumer packaged goods holding company headquartered in St Louis, Missouri (US) with businesses operating in the center-of-the-store, refrigerated, foodservice, and food ingredient categories. Its businesses include Post Consumer Brands, Weetabix, Michael Foods, and Bob Evans Farms. The Post Consumer Brands is a leader in the North American ready-to-eat cereal and pet food categories and also markets Peter Pan® nut butters.

Commented Chris Zimmerman, Blues President and head honcho of Business Operations, “As a franchise featuring an entirely St. Louis-based ownership group, we take great pride from attracting local organizations like the Post Holdings to partner with the Blues and help us enhance our fan experience. It’s clear that Post is proud of its deep roots in St. Louis and wants to raise awareness of its history and ongoing presence in this City, making them an ideal partner to have their brand featured at one of our three prominent venue entrances at the Enterprise Center.”

The new partnership with the Blues represents one of the first forays into sports sponsorship for the Post Holdings since the company was founded in St. Louis in 2012. The Post Holdings owns a portfolio that features a wide array of well-known consumer packaged brands across a number of categories, including breakfast cereals, egg and potato products, pet food, foodservice, and private brand foods.

Remarked Lisa Hanly, Director of Corporate Communications at Post Holdings, “We are looking forward to seeing the Post name on the Enterprise Center and are proud to announce our new affiliation with the St. Louis Blues. Together, we cheer on our hometown team and anticipate celebrating a future filled with exciting memories, shared victories and St. Louis pride.”

First Community Credit Union

‘St. Louis Blues’ further stated that the St. Louis Blues and the First Community Credit Union recently announced a significant expansion of their corporate partnership with a multiyear renewal agreement that elevates St. Louis’ largest credit union to the organization’s highest partnership level. In addition to supporting the franchise’s commitment to grow the game of hockey from ‘Learn to Play to the Hall of Fame’, the First Community will now be recognized as one of the most prominent brands within the Blues’ home arena, the Enterprise Center.

Chesterfield (US)-based the First Community Credit Union is a not-for-profit financial cooperative owned and operated by its members. It has $4 billion in assets with over 40 branches and 390,000+ members. Its membership continues to grow as it fulfills its mission to provide quality products and affordable financial services for nearly 90 years.

The First Community Credit Union began its association with the Blues in 2021 and became the presenting partner of Blues Youth Hockey for the 2021-2022 seasons, enabling nearly 1,200 new players, ages 4-10, to begin playing hockey each year through the Little Blues and Girls Development League Learn-to-Play programs.

The First Community’s support also helped the Blues collaborate with the Knowledge is Power Program (KIPP) Schools and Friendly Temple to launch the North City Blues in 2021. That program provides free equipment, ice time and skills development coaching by Blues alumnus Jamal Mayers to introduce children to the benefits of playing hockey. Nearly 150 students have participated in North City Blues over the program’s first two years.

Stated Zimmerman, “We’ve seen firsthand that the First Community shares our organization’s commitment to making a positive impact on the larger St. Louis community in their role as the presenting partner of Blues Youth Hockey. Their expanded investment in our efforts to serve this community and enhance our fan experience will see First Community become deeply integrated into key areas and activations within our building, while continuing to support the growth of hockey at all levels throughout the region.”

Highlighting the new aspects of the deal, the venue’s main entrance and atrium will now be known as the First Community Entrance and feature highly visible signage on its exterior façade facing the Clark Avenue. Inside the building, the new First Community Terrace will offer elevated service and offerings to all ticket holders throughout that section. The First Community has also secured title sponsorship of the Blues Hall of Fame – founded last year – along with its annual Induction Ceremony, VIP Reception and Season Ticket Holder Event.

Shared Glenn D. Barks, President-cum-Chief Executive Officer (CEO) of First Community, “We’re not new to St. Louis. It’s the only home we’ve ever known. We have that in common with the Blues and both organizations are here to stay. That’s why this partnership makes so much sense. We’re proud of supporting the St. Louis Blues Youth Hockey these past few years. We know how much that program helps families. We’re excited about this new opportunity to be the first-ever naming rights partner of the highly visible Clark Street Entrance. We’ve been dedicated to St. Louis for nearly 90 years with a proven track record of strength, stability and success. As the largest credit union in St. Louis, we have the resources and the commitment to grow and improve while we support families, small businesses and this one-of-a-kind community.”

Throughout the term of the new deal, the annual Blues Hall of Fame Weekend – this season scheduled for January 19^th-20^th, 2024 – the First Community will be at the front and center for all festivities celebrating each New Year’s class of inductees. The First Community’s support of the Blues Hall of Fame was initially announced in July with the opening of the fan vote for the organization’s second class of inductees. With the Class of 2024 inductees set to be announced later this month, the First Community will be the title sponsor of the Blues Hall of Fame Induction Ceremony and VIP Reception on January 19th, 2024, at the Downtown Missouri Athletic Club and be televised on Bally Sports. The next day they will also be presenting partner for that night’s Blues Hall of Fame Game against the NHL team Washington Capitals and that night’s banner giveaway.

Founded in St. Louis in 1934 as the Monsanto Credit Union, the First Community is preparing to celebrate its 90th anniversary next year. Featuring over 40 branch locations in the Metro area, the First Community has more than 600 employees working exclusively in the St. Louis area. With 390,000 members, making it the largest credit union in St. Louis, the First Community’s mission is to be the primary financial institution of its members and provide an opportunity for all members to improve their economic and social condition, encouraging thrift and broadening their economic awareness.

The First Community provides a full range of reasonably priced products and services – including home loans, car loans and checking accounts – in a convenient, courteous and professional manner while maintaining steady growth and long-term stability.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.

Watch 250 member-exclusive videos with valuable tips for your venue