Fresh off the purchase of HSBC’s local bank branches, First Niagara will soon be putting its name on the HSBC Arena. The home of the Buffalo Sabres is now the First Niagara Center. First Niagara is entering a marketing partnership with the National Hockey League team for the naming rights to the 18,690 seat downtown arena.
“We are excited to partner with the Pegula family and a team that not only shares our love for the Buffalo Niagara region, but our commitment to creating a winning franchise that attracts top talent and serves as a source of pride for Western New York,” First Niagara President and Chief Executive Officer John R. Koelmel said. “First Niagara’s investment ensures this downtown landmark and home of Buffalo’s beloved Sabres remains named for a company with deep roots in Western New York.”
Calling the deal “the most significant sports sponsorship agreement in Western New York history,” Ted Black, President — Buffalo Sabres, added that this sponsorship agreement is “a marriage of the two hottest brands in the entire Western New York region.”
First Niagara’s 15-year agreement with the Sabres also includes exclusive exterior facility naming rights, category exclusivity in the facility’s bowl, other interior and exterior signage and branding, exclusive on-site ATM presence, television and other value-added promotional benefits. Financial terms of the agreement were not disclosed.
HSBC has been an integral part of the Sabres’ history and its unique presence in the community. It was Northrop Knox, chairman of HSBC’s Upstate New York predecessor, Marine Midland Bank, who with his brother Seymour brought NHL hockey to Buffalo with the Sabres inaugural 1970-71 season. The current home of the Sabres was christened Marine Midland Arena in 1996 and renamed HSBC Arena in 1999.
Irene Dorner, President and CEO, HSBC Bank USA, N.A., said: “HSBC is proud of its long association with the Sabres and we are pleased that it will continue with an ongoing Arena Box presence. HSBC remains committed to the Buffalo area through such ongoing local relationships, our operational presence, and the continued growth of our commercial banking activities here.”