Oak View Group, the global leader in premium live entertainment infrastructure and services, and operators of Santander Arena and Santander Performing Arts Center, is seeking a new naming rights partner for both properties. OVG’s Global Partnerships team, which manages sponsorship sales, brand consulting, and venue naming rights for major sports and entertainment properties worldwide, will be responsible for securing a new naming rights partner.
Both venues, celebrating their 25th anniversaries, have served as cornerstones of entertainment and community engagement in downtown Reading, welcoming guests for unforgettable concerts, sporting events, Broadway performances, comedy shows, family entertainment, community events and more. For more than a decade, the Santander name has been an important part of that history, becoming closely connected to the venues and the countless memories created within their walls.
“We are incredibly grateful to Santander for their partnership and support over the years,” said David Farrar, General Manager of Santander Arena and Santander Performing Arts Center. “We have truly enjoyed our time working together, and Santander will always be an important part of the rich history of these venues. As we celebrate our 25th anniversary season, it is especially meaningful to reflect on the partners who have helped shape our story while looking ahead to the next chapter for entertainment in downtown Reading.”
Since opening its doors (first as Sovereign Center) in 2001, the Santander Arena has hosted more than 2,800 live events and welcomed more than 1 million fans. Each year, the arena hosts an average of more than 45 concerts, family shows and other live events, in addition to more than 36 Reading Royals hockey games and 20 community events. Since welcoming guests back following the COVID-19 pandemic in 2021, Santander Arena and Santander Performing Arts Center have hosted a combined 75-plus sold-out events, demonstrating the continued strength and demand for live entertainment in downtown Reading.
“A naming rights partnership represents far more than a traditional corporate sponsorship,” said Farrar. “It is an opportunity for a company to become part of the experiences, celebrations and memories that bring people together in downtown Reading. Through a partnership with the venues, a brand can build a meaningful connection with the Reading and Berks County community while benefiting from year-round visibility, opportunities for product exclusivity, marketing, advertising, hospitality, promotions and year-round engagement with thousands of guests.”
Santander Arena’s upcoming season features Lil Wayne, Bryan Adams, Gavin Adcock, All Elite Wrestling (AEW), Omar Courtz and the kickoff of Don Omar’s highly anticipated tour, among others. Santander Performing Arts Center will continue its season with upcoming performances from Blackberry Smoke, Dan and Phil, The Bodyguard musical, five performances of Cirque Alice on Broadway and more.
As Santander Arena and Santander Performing Arts Center look toward the future, the venues remain committed to honoring their rich history while continuing to bring world-class entertainment and unforgettable experiences to downtown Reading for years to come.
Santander recently informed Oak View Group and the Berks County Convention Center Authority that, as part of its transition of business operations overseas, it will not renew its naming rights agreement when the current contract expires.