CURE insurance lands naming rights to Trenton arena

Eric Poe, chief operating officer for CURE Auto Insurance. – CURE Auto Insurance

Princeton-based CURE Auto Insurance has acquired the naming rights to the multipurpose arena in Trenton, according to facility manager Spectra by Comcast Spectacor.

The unit of Comcast Corp. said Thursday that the Mercer County-owned arena, formerly the Sun National Bank Center, will now be known as CURE Insurance Arena.

“CURE Auto Insurance is thrilled to form this partnership with Mercer County and become the naming rights sponsor of its arena,” Eric Poe, chief operating officer for CURE, said in a prepared statement. “Becoming the title sponsor was an easy decision to make, given the pride we have in the community of Mercer County.”

Financial terms of the multiyear deal were not disclosed.

“CURE’s positive brand association resonates strongly throughout our community and will be helpful in generating excitement around the arena and our events,” Spectra’s Fran Rodowicz, general manager of the arena, said in a statement. “We are fortunate to collaborate with CURE and their valuable marketing prowess to help us cross-promote the arena.”

The agreement includes exterior and interior signage at the 10,000-seat arena, as well as brand recognition in all advertising for the facility. Signage is expected to be in place by year-end.

Spectra’s Partnerships division, which specializes in naming rights and sponsorship sales, identified and negotiated the contract with CURE.