ASM Global and City of Worcester annouce DCU center naming rights extension

DCU – Digital Credit Union extends naming rights partnership through 2027

WORCESTER, MA (May 7, 2024)ASM Global, the City of Worcester, and DCU – Digital Credit  Union announced today that an agreement has been reached to extend the naming rights partnership of the  DCU Center arena and convention center through the end of June 2027.  

DCU agreed to become the facility’s naming rights partner in October 2004 with the official launch on  March 1, 2005. The initial 10-year agreement was extended in May of 2014 for another 10 years. DCU  serves over one million members across all 50 states and Puerto Rico, including 118,000 members in  Worcester County, and operates 23 branches in Massachusetts and New Hampshire including five in  Worcester County. 

“For two decades, DCU has been proud to partner with the City of Worcester to support and promote the  DCU Center as a cornerstone of entertainment, business, and community celebrations,” said Sue Burton  Kirdahy, Senior Vice President of Experience at DCU. “This venue partnership continues to provide  opportunities to demonstrate appreciation to both our members and employees. Stay tuned for our  exciting plans to delight DCU members who visit the DCU Center with special benefits, including a new  DCU member VIP entrance.” 

“This contract extension is continued proof of DCU’s commitment to the City of Worcester and its  residents,” said City Manager Eric D. Batista. “The arena and convention center are a critical piece of  Worcester’s downtown and its identity. The DCU Center is home to many great events in Worcester  including concerts, hockey games, graduations, and many more, all of which bring our community  together. We look forward to the DCU Center’s continued success as a hub for business, economic  development, and culture in Worcester.”  

“Since the start of our partnership, DCU Center has continued to grow a diverse offering of events,  assisted the city with strategic capital investments and evolved to create a dynamic and engaging  environment for both arena and convention center attendees,” said Sandy Dunn, General Manager of the  ASM Global managed DCU Center. “DCU’s commitment to their members aligns with our focus in  ensuring the comfort of our guests is our top priority,” she continued. “We look forward to continuing to  build on our shared successes.”  

The new agreement will extend the naming rights to June 30, 2027, with the option for DCU to extend the  agreement for an additional seven years. In addition to the existing elements of the agreement, the new  contract will include enhanced marketing opportunities for both parties, and on-site activations  exclusively for DCU members, including a dedicated arena entrance, “On the Night” upgrades (four VIP  tickets and two $25 concession vouchers for every publicly ticketed arena performance), and an annual  Member Appreciation Week providing members with various events and activities. 

The agreement also provides the credit union with a DCU-branded photo area for high school and college  graduations, a designated arena wall-scape mural to showcase DCU for Kids, DCU’s charitable  

foundation, and the rebranding and retrofitting of the convention center’s Showcase Overlook area for the  benefit of event attendees.  

The agreement includes both a base naming rights fee in the amount of $1.8 million for the three-year  term, which will be paid at the beginning of the agreement, plus incentive bonuses on an annual basis,  which are tied to performance metrics. 

About DCU

DCU is a not-for-profit financial cooperative serving over one million members across all 50 states and  Puerto Rico by offering a full range of financial services to consumers and businesses. It has more than  $12 billion in assets under management.   For additional information, visit

About the DCU Center

For over 40 years, the DCU Center in Worcester, Massachusetts has been recognized as the gathering  place for people to experience the finest in entertainment, sporting events and public functions. As a  multipurpose facility and proven leader in the entertainment and convention industry, the DCU Center is  uniquely designed to accommodate the needs of any size group from 15 to 15,000.  

For additional information, visit

About ASM Global

ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue  and event strategy and management – delivering locally tailored solutions and cutting-edge technologies  to achieve maximum results for venue owners. The company’s elite venue network spans five continents,  

with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention, and  exhibition centers, and performing arts venues. Follow ASM Global on Facebook, Instagram, LinkedIn,  and Twitter

For additional information, visit  


John LaHair
Director of Marketing
DCU Center  

Judi Flynn
VP, Head of Corporate Communications

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