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Closing Bell

SBJ Atlas: Enterprise at full strength with Blues

By Michael Cupello

St. Louis-based Enterprise bet big with the NHL just before the '09-10 season, becoming the league’s official rental car sponsor in North America -- and becoming a partner of each club at the time. The company got a chance to make an even deeper connection locally in May '18, as it signed a 15-year naming rights deal for the Blues’ home arena. It was fortuitous timing for Enterprise, as the Blues went on to win the club’s first Stanley Cup the next season. This season, Enterprise commemorated that '19 Cup win by gifting 12,000 fans replica championship rings at the penultimate home game, which happened to be against the same team they beat for the Cup -- the Bruins.

Enterprise’s deal with the Blues also gives them helmet sponsorship and presenting sponsorship of the team’s website. The brand is active in the community and hosted a vaccination clinic before the '21-22 season, where individuals who received the vaccine were registered for a chance to win Blues and Cardinals tickets. Visit SBJ Atlas for more examples of how brands are partnering and activating with teams and leagues around the globe.

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