Maine’s Cross Insurance Buys Portland Civic Center Naming Rights for $2.5M

Bangor, Maine-based Cross Insurance announced it has purchased the naming rights of the Cumberland County Civic Center in Portland, Maine.

Cross Insurance, one of the largest independent insurance agencies in New England, said Wednesday the firm contributed $2.5 million to secure the naming rights for a 10-year agreement. The Cumberland County Civic Center will now be renamed the Cross Insurance Arena.

The arena, a 7,000-seat multi-purpose sports and entertainment venue, has been a staple of Southern Maine for close to four decades. It reopened this past February following a 15-month-long-expansion and accompanying renovations.

The arena has a separate, “sub-naming” agreement with Clark Insurance, an employee-owned independent insurance agency with offices in Maine and New Hampshire. The arena’s east entrance was named the Clark Insurance Entrance earlier this year in a $125,000, five-year deal, according to the Portland Press Herald. (Additionally, the arena’s ticket counter is sponsored by Trusted Choice, the national brand created for the members of the Independent Insurance Agents & Brokers of America.)

Cross Insurance also holds the naming rights for the Cross Insurance Center in Bangor, Maine, under a 15-year, $3 million deal. Bangor’s arena, a 8,000-seat multi-purpose sports and entertainment venue, opened last year.

“Cross Insurance is thrilled and proud to have the opportunity to partner with the Cumberland County Civic Center and support the revitalized arena, by securing the naming rights to the facility,” said Brent Cross, executive vice president of Cross Insurance, a family-owned agency where three generations of the Cross family work.

Founded in 1954, Cross Insurance has more than 650 employees in more than 35 offices, servicing 100,000 customers throughout New England.

Topics Mergers & Acquisitions Maine