PeoplesBank Arena: 10-Year Naming Rights Deal For Former XL Center In Hartford

It’s a new era for the 16,000-seat arena in Hartford, Connecticut, with a 10-year naming rights partnership seeing the former XL Center now known as PeoplesBank Arena, coinciding with a $145 million overhaul of the 50-year downtown facility.

“PeoplesBank’s deep-rooted commitment to putting people and communities first perfectly aligns with our purpose-driven mindset that fuels everything we do at Oak View Group,” said Peter Luukko, Co-Chairman, Oak View Group, which operates the facility “This partnership is more than naming rights—it’s a shared vision to deliver dynamic experiences, elevate the fan journey, and create lasting impact where it matters most: in the communities we serve.”

The 10-year partnership was executed by OVG Global Partnerships, the sponsorship and naming rights division of Oak View Group. A $20 million deal, the naming rights are effective immediately. OVG is parent company to Pollstar.

PeoplesBank Arena is home of the American Hockey League’s Hartford Wolf Pack and hosts games for the 12-time National Champion UConn Women’s Basketball team, and the six-time National Champion UConn Men’s Basketball team, UConn Men’s Ice Hockey, premier global concerts, and entertainment events.

Dan Griffis, President of Global Partnerships at Oak View Group, added, “We’re proud to partner with the Capital Region Development Authority on this transformative project and to welcome PeoplesBank as the official naming rights partner to a historic building in Hartford. Partnering with a naming rights sponsor is a major milestone for Hartford. It represents not just a financial investment in our facilities, but a deeper commitment to the growth, vitality, and long-term success of our city.” The CRDA oversees the city-owned facility.

This also marks a significant milestone in the Hartford Arena renovation project, as the next phase of construction is officially underway. Renovations will include upgrades to the seating area, the addition of new lower-level luxury suites and enhanced hospitality and food service spaces.

“We’re in really good shape,” Luukko told Pollstar in a recent interview. OVG, which assumed operations of the XL Center when it acquired Spectra, is putting in $20 million of its own money toward the arena’s renovations, showing a commitment to the project and giving it more than a little skin in the game.

The arena is going dark for the summer while the next phase of construction takes place, “But a lot of our work, fortunately, was able to be done during the season,” Luukko said. “We’re going to open up with most of the amenities a year earlier than expected, so we’ll be good for next season with the suites, UConn locker rooms, Wolf Pack locker rooms, and then some of the other infrastructure pieces will be done during that time.”

Upcoming events at PeoplesBank Arena include Bert Kreischer (Nov. 13), Andrea Bocelli (Dec. 13); and Hartford Wolf Pack and UConn basketball and hockey games.

“Over the last few years, it has been a pleasure working with PeoplesBank as they have stepped up and played a larger role in financing new housing in the Hartford region in partnership with CRDA,” said Mike Freimuth, Executive Director, CRDA. “Adding their name to the civic center is further affirmation of their commitment to the central Connecticut marketplace while helping to refresh one of our premier entertainment venues.”